Figure | F.02

Figure is the first-of-its-kind AI hardware company bringing a general purpose humanoid robot to life. Valued at $2.6 billion, it’s at the forefront of AI robotics innovation with investments from titans like Microsoft, Nvidia, OpenAI, and Jeff Bezos.

To build hype for the F.02, their second general purpose robot, Figure came to Tendril to create teaser films that demonstrate the elegance of the F.02’s materials and movements, juxtaposed with the groundbreaking engineering beneath the surface.

Never-seen-before innovation that you can feel

From the beginning we knew this had to feel palpable and real. We created a cinematic experience deeply rooted in technology, science, and engineering but with the focus always on visceral sensation – mechanical engineering made palpable and textured. Since our challenge was to tease, we focused on the essence of the Figure 02, to complement the live demos that would follow.

Introducing the Figure 02 wasn’t just about a new product —it was about a whole new era in automation and industrial application. Our narrative showcased the complexity of engineering and the impressive layering of systems and components, from cameras to mechanical actuators and electronics. We wanted the film to speak to genuine robotics enthusiasts and experts to ground the conversation on practical terms. (No speculation necessary.)

Show it, don’t say it

Our visual approach emphasized restrained sophistication, eliminating any “sci-fi” connotations to highlight the elegance of thousands of parts coming together. One of the main goals was to let the product speak for itself, focusing on realism and simplicity. To capture the work truthfully, we met the makers of F.02 to study the product in action. The environment and lighting approach was kept simple and stark to focus on the product, while secondary “2D” stylized elements were used to imply structural precision, engineering, and range of motion.

Process + RnD

This project underscores Tendril’s expertise in making technology a sensory experience, translating complex engineering into palpable and real narratives. Process reel coming soon. [Behance]