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Case Study

Figs The New Icons Campaign

One of our first shoots after the outbreak of the COVID-19 pandemic, Kindly Productions and Justin Bettman’s tight crew shot five frontline health workers from New York for Figs in Brooklyn, NY. We had to work as a much smaller crew than we were used to and with our client checking in via FaceTime and intermittent file uploads and approvals. M&G Foodstuff catered their brand new individual breakfast and lunch boxes and our groomer and wardrobe had to be managed extremely diligently and with careful consideration across two days. Shooting these true risk-takers from all backgrounds in healthcare for Figs was an honor and a privilege!

Production Details

Kindly Provided

  • Large sanitized well-ventilated studio and crew facilities
  • Sanitized equipment
  • Remote viewing capabilities
  • Individual (boxed) catering
  • On-site production
  • Wardrobe coordination
  • Barbicide COVID-19 certified grooming for talent


Photographer: Justin Bettman

Client: Figs


New York

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