The present study analyzes a so-called product story from a pragmatic and multimodal perspective. In particular, the paper uses the notion of multimodal figuration to characterize the co-presence of narrativity and visuality in product stories. The notion refers to three key features of product stories: product and human participants, generation of plots, and emotionality. From the interaction of these three senses, crucial features of multimodal figuration emerge: objectifying vs. animating forces, crossings between experiences, and creating empathy. All these features are crucially metaphorically shaped; metaphors are therefore considered to play a central role in product storytelling.