Prompt it. Then push it.

Every frame of this campaign has a human hand in it. For an AI tool launch, that is the strategic choice. Figma's Push It campaign — promoting Figma Make, the text-and-sketch-to-working-app tool at the centre of the AI workflows Fast Company cited in naming Figma a 2026 Most Innovative Company — shoots extreme close-ups of a hand clicking a mouse, surrounded by vibrant graphics that wiggle, stretch and re-render with each micro-gesture. The hand is the whole idea. "Prompt it. Then push it." compresses the position into four words: prompting is the easy part; what separates good work is whether you push past the first draft. That's a pointed rebuttal to the "magic button" framing most AI marketing leans on — and per VP of Brand Damien Correll, a deliberate refusal to ship another AI slop campaign. The rollout made the point physically: towering billboards in New York and Singapore, a pop-up patisserie in Paris, films, and a late-stage wave of community-made Figma Make work localised by city. The useful lesson for any AI-tool brand is not to lead with ease. The defensible position is that your tool makes the user's taste matter more. Keeping a hand in frame is a literal declaration of where the author still lives.