It's Not Just an Umbrella. It's an Invitation.

The Challenge

Shadowspec had built a reputation for creating some of the world's most beautifully engineered outdoor umbrellas.

But the next challenge wasn't about product features.

The brand wanted to evolve from being seen as a premium umbrella manufacturer to becoming a lifestyle-led design brand. The objective was to grow brand awareness across New Zealand, Australia and the United States while creating a distinct position that competitors couldn't easily replicate.

That's where Up&Up came in.

Finding the Idea

Our process started well before a camera was switched on.

Working alongside the Shadowspec team, we explored what the product really represented to homeowners. We quickly realised that people weren't buying umbrellas simply for shade.

They were buying what happened underneath them.

A Shadowspec umbrella creates a destination. A place where conversations happen, friends gather, families connect and afternoons stretch into evenings.

From this insight came a simple but powerful creative thought:

A Shadowspec umbrella doesn't just provide shade. It creates spaces for connection. It brings people together.

Creating a Campaign Platform

Rather than producing another lifestyle video filled with beautiful backyards and smiling families, we wanted to create a campaign platform that felt more distinctive, memorable and ownable to Shadowspec.

The result was An Invitation.

A humorous creative territory built around the idea that opening a Shadowspec umbrella acts like an invitation to everyone around it.

Neighbours appear.

Long-lost family members reconnect.

Postmen stop for a break.

Teachers arrive with fruit platters.

Before long, a simple backyard has transformed into a thriving social hub.

The concept allowed us to communicate the emotional value of the product while creating a campaign world that audiences would remember long after the video ended.

From Concept to Completion

As with many of our projects, Up&Up managed the entire process from initial strategy through to final delivery.

Our involvement included:

• Creative development and campaign ideation

• Strategic positioning and messaging

• Scriptwriting and story development

• Storyboarding and visual planning

• Casting and talent management

• Production planning and logistics

• On-set direction and cinematography

• Editing and post-production

• Sound design and colour grading

• Delivery of multiple campaign assets and cutdowns

Alongside the hero film, we developed multiple campaign executions and shorter formats, ensuring the creative platform could live across a range of channels and audience touchpoints.

The Outcome

The final campaign gave Shadowspec more than a single advertisement.

It provided a creative territory that transformed the conversation from product specifications to human connection.

A platform that helped reposition the brand around lifestyle, community and belonging while staying true to the premium quality that defines every Shadowspec product.

Because sometimes the most powerful thing a product can do isn't perform a function.

It's bring people together.

Results

The campaign wasn't just creatively successful — it delivered tangible business outcomes for the brand.

• 764,304 YouTube views (and counting)

• 33% increase in website sessions year-on-year

• 30% increase in branded search year-on-year

By shifting the conversation away from product features and towards lifestyle, connection and aspiration, the campaign helped strengthen brand awareness and drive greater engagement with Shadowspec across key markets.

What Shadowspec Had To Say

"We chose Chris and the team at Up&Up to produce our brand campaign in 2025. We interviewed a range of companies around the country and Up&Up ticked all the boxes, and even some boxes we didn't think about.

Their dedication to their craft and expertise led to the production and delivery of a stunning campaign that was exactly what we wanted.

Chris and Ethan took our brief and delivered quality creative, production and post-production work that allowed us to hit all our brand metrics this year."

— Gareth Mauchline, Content Marketing Specialist, Shadowspec

Services Provided

Creative Strategy • Campaign Development • Scriptwriting • Storyboarding • Production • Directing • Cinematography • Post Production • Campaign Asset Delivery