Scope
Brand
Content
About
Funko is a global pop culture brand known for turning beloved characters, icons, and franchises into collectible products that celebrate fandom and self expression.
Concept
For Father's Day, Funko partnered with Playlist Studio to create content for social and paid media in a more efficient way. While the initial photography provided a foundation, it felt overly staged and lacked the emotional storytelling needed for the campaign. We saw an opportunity to go beyond product imagery and explore how AI could help transform these assets into narrative driven moments that better captured the relationship between fathers, families, and the collectibles that connect generations.
Directions
We developed three creative directions for the campaign. The first positioned dads as everyday superheroes, drawing inspiration from the iconic characters in Funko's universe. The second played on the rise of artificial intelligence with the idea that dads were the original AI, always ready with answers, advice, and solutions. [ Third direction still to come — it sits further down the reference board than we transcribed. ]
Craft
[ Draft. ] Each direction was built from the same photography, so the work was in the treatment rather than the shoot. We matched light, grain and depth of field across every generated frame, then graded the set together, so a campaign assembled from many sources still reads as one shoot.
Campaign
[ Draft. ] The set was cut for the places it would actually run: paid social in portrait, organic in square, and a wider crop for display. Each direction carries its own type treatment, so the three can run alongside each other without competing.
End
[ Draft. ] The result was a Father's Day campaign that kept Funko's humour while making room for something warmer, built in a fraction of the time a reshoot would have taken.
Credits