Funshade

Client: Funshade
Role: Creative Direction, Campaign Development

THE STORY

Funshade manufactures large-scale, commercial-grade umbrellas built for demanding environments. These aren’t backyard accessories — they’re industrial structures designed to withstand wind, sun, water, and heavy public use.

Installed at pools, theme parks, water parks, and recreational destinations, the product lives at the intersection of durability and leisure.

The challenge was balancing both.

THE OBJECTIVE

Position Funshade as the last outdoor umbrella you will ever need to buy — while celebrating the environments where the product thrives.

The brand needed to communicate two distinct but complementary truths:

Engineered toughness.

Built for fun.

Rather than dilute the message, we built two campaign tracks — one grounded in performance, the other in experience.

THE MOVE

The first campaign focused on structural integrity and engineering strength. Visuals highlighted industrial components, reinforced materials, and real-world durability under extreme conditions. The tone was confident, direct, and built around permanence.

The second campaign shifted perspective — showcasing the product in its natural habitat. Pools. Water parks. Recreational spaces filled with movement and color. The umbrella became less an object and more a facilitator of memorable moments.

Together, the campaigns reframed Funshade from a commodity supplier to a long-term investment in both infrastructure and experience.