Making a parasol an exceptional product.

To relaunch its reputation and reaffirm its know-how, La Maison du Parasol entrusted us with the creation of a segmented TV spot with a singular tone. We imagined a cinematographic film that twists the codes of product communication by playing the card of exaggeration and surprise.

The Parasol House

2025

Release year

Broadcast channels

background

A recognized brand on the French market, La Maison du Parasol wanted to regain visibility in the face of ever more aggressive competition. As the summer season approached, the brand needed a strong and differentiating discourse to rekindle the desire for its products.

Objectives

Create a movie that can boost brand momentum and boost seasonal sales. Promote quality, tailor-made manufacturing and 5-year warranty, without falling into the traditional codes of the sector.

The idea.

What if a simple umbrella was treated as a major technological innovation?
We imagined a film that twists the codes of scientific research into a brand manifesto. In a high-tech laboratory, extreme tests are carried out on a mysterious product: resistance to wind, water, heat.

A serious, almost solemn staging, until the final revelation: an iconic parasol, enhanced by real use on the edge of a lake. This contrast between rigor and lightness anchors the brand in a high-end universe, while cultivating humor and complicity.

Results.

I want that too!

The return Without detours

The genesis.

Our thinking is based on an observation: outdoor equipment brands often communicate through the accumulation of products, rarely through the uniqueness of an idea. We wanted to break with this logic by building a conceptual film, capable of elevating brand perception.

The tone, the staging, the sound design... Everything has been designed to evoke precision, mastery and excellence. Then, the final twist brings the touch of humanity and a smile that makes the viewer switch from curiosity to attachment.

Solutions.

The film was shot in two days at the Spark Studio in Lyon. For this project, we used AR/XR technology on an LED screen to recreate a futuristic laboratory setting that was both believable and aesthetic. This device, a first for Black & Wild, allowed us to obtain a photorealistic rendering without going through heavy post-production.

Thanks to this method, the campaign was designed and delivered in less than three weeks, while maintaining a cinematographic standard and a premium look. Two versions have been produced: one for the general public, the other for hotel and restaurant professionals.