On Set with FIGS
August 1, 2024
For its 2024 Olympic campaign, FIGS partnered with real medical professionals and elite athletes to showcase the shared discipline, resilience, and selflessness that define both worlds. Set against the backdrop of the Paris Olympics, their “Anatomy of a Champion” commercial positioned healthcare workers as the true heroes in athletics.
Authentic Location
A major portion of the commercial was filmed on location at the U.S. Olympic & Paralympic Training Center in Colorado Springs, providing exclusive access to Olympic-grade training facilities and recovery labs. By securing the Training Center, the production gained unmatched authenticity and visual impact, effectively grounding the campaign in the physical rigor and national pride of Team USA.
Throughout these sequences, the scenes captured athletes in early-morning training, underwater resistance workouts, and high-intensity interval runs… each filmed to highlight athleticism and determination.
Meanwhile, Olympic footage was intercut with scenes from real hospital environments in New York and Los Angeles, creating a powerful visual dialogue between world-class athletes and frontline medical professionals. As a result, the campaign delivered an emotionally resonant message that emphasized the shared pursuit of excellence, grit, and care across both fields.
Production Scope
Movie Mogul produced, location scouted, and delivered production services on the shoot portion of the FIGS Olympic commercial. With just two weeks to prepare, we mobilized a crew of over 100 professionals for a four-day shoot at the U.S. Olympic & Paralympic Training Center. We built the schedule and budget, coordinated all shoot logistics, and booked the crew and equipment rentals in advance. We also handled transportation, lodging, and day-to-day coordination to keep the production running smoothly.
The shoot ran like a small feature film. We established a full basecamp inside the USA Basketball gym, with departments clearly sectioned off. Coordination with the U.S. Olympic Committee was essential for facility access and athlete scheduling. Over a dozen Olympic hopefuls appeared on-camera, many sharing personal stories that added depth to the final edit.
Campaign Results
FIGS premiered the Olympic spot one week before the 2024 Paris Games and aired it nationally on NBC, with additional streaming on Peacock. The brand rolled out the campaign across YouTube, Instagram, and TikTok, where it quickly gained momentum.
In just two weeks, the commercial drew over 12 million views and earned praise for its emotional storytelling and clear brand message. It generated more than 200,000 organic social engagements and was featured in Adweek‘s “Top Brand Moments of the 2024 Olympics.” The campaign cemented FIGS’ position not only as a premium medical apparel brand but also as a cultural voice for the healthcare community.
Final Takeaways
The Olympic Training Center wasn’t just a backdrop, it was the heart of the story. Production leaned into the authenticity of the location, letting the space convey the emotion. No artificial heroism, just real athletes and real healthcare workers pushing themselves to the limit..
- Choose locations that reflect the integrity of your story. Don’t dress them up, let them speak for themselves.
- Shoot performance, not spectacle. Trust in real people over polished portrayals.
- Respect the space. Olympic facilities are places of serious work. Stay efficient and unobtrusive.
- Integrate brand message with the environment. FIGS didn’t impose itself, it aligned with values of excellence and service.