BRIEF

What if the most powerful design tool in the world didn't live only on a screen?

What if it spilled out onto a fence-lined street in Williamsburg, Brooklyn. Or climbed the side of a building overlooking Union Square, San Francisco.

That's the idea behind Figma's "An intelligent canvas for infinite creativity" campaign. A product built for makers, shown off where makers actually live.

To bring the idea outside the browser, Figma partnered with Overall Murals to turn city blocks into the canvas itself, creating large-scale installations that showed the tool not as a screenshot, but as a surface people could walk right up to.

BUILD

Overall Murals transformed Figma's brand language and live product UI into oversized street-level and high-impact installations across Brooklyn and San Francisco.

In Williamsburg, a full block became a sequence: bold black brand panels ("Motion design where you design," "Shape what ships") alternating with real product moments. Passersby didn't see one ad. They walked through a whole idea, panel by panel, the way you'd scroll through the product itself.

In Union Square, the campaign took over a single building face along the cable car line with a bold, handcrafted burst of color and pattern, with one line of product dialogue dropped right into the artwork: "Build a shader to create a displacement effect." Not a tagline. A live prompt, painted at the scale of the skyline behind it.

To carry the walls beyond the block, Overall Films also produced a silver video package of the murals, bringing the paint to life with layered effects and motion, built for people to encounter the campaign again on social.

REVEAL

Design tools usually live behind a screen. This campaign asked people to look up instead.

Coast to coast, Figma's hand painted advertisement stopped being a private workspace and became a public one, visible to anyone walking a dog, waiting for a light, or riding the cable car up Powell Street.

The result wasn't just two murals. It was proof that a tool built for infinite creativity could hold its own painted on a real city wall.

IMPACT 

The campaign generated 4M+ impressions across Williamsburg and Union Square, two of the most walked, photographed, and lived-in neighborhoods in Brooklyn and San Francisco.

By combining raw street texture with real product UI, Figma turned a feature launch into something people stopped for, looked twice at, and photographed. Because even for a tool built entirely on screens, there's still something unmistakable about seeing it painted on a wall.