Figma’s recent campaign, "Push It," promotes its AI-powered tool, Figma Make, which transforms text and sketches into interactive digital files. The tagline "Prompt it. Then push it." emphasizes the role of AI in enhancing creativity, suggesting that designers can elevate their ideas beyond initial concepts with just a click. The campaign aims to reach a broader audience, particularly designers lacking technical skills but possessing strong creative vision. The campaign features vibrant graphics and interactive elements, showcasing the impact of simple user actions, like clicking a mouse. Figma's VP of design, Damien Correll, highlights the importance of human creativity in using AI, encouraging users to refine and iterate on their designs instead of settling for generated defaults. Collaborating with photographer Emiliano Granado, the team focused on capturing subtle hand movements that reflect the creative process, emphasizing the user's role in bringing ideas to life. Launched in late 2025, the campaign adapted to various markets, incorporating content created by the community to illustrate Figma Make's capabilities. This strategy aimed to demonstrate the tool's potential through real-world applications rather than mere promotion. Overall, the campaign balances a human touch with aspirational elements, showcasing how the tool can empower creativity in digital design.