Figma is executing a classic media-as-marketing play. Rather than running standard software tutorials on YouTube or pure SaaS ads, the collaborative design platform launched “Source Material” an original weekly video series where tastemakers and creative directors break down the exact references, moodboards, and cultural artifacts that shaped their work.
Kicking off Episode 1 with i-D Magazine Editor-in-Chief Thom Bettridge (who breaks down iconic print layouts, indie magazine covers, and subcultural references), the show relies on blocky typography, pristine audio design, and snappy 7-minute edits. By capturing the messy, human “reference stage” of creative work, Figma embeds its canvas directly into the origins of culture—proving that SaaS brands can operate as high-status media publishers.
THE TLDR ⚡️
WHAT IT IS: Source Material, an original weekly digital video series created and published by software giant Figma.
