The industry nobody wants to think about. The brand that made them feel ready.
Nobody plans a funeral. Until they have to.
Kings Funerals came to us with two things happening at once: a brand refresh and a new suite of services to launch. The real brief was bigger than either. Funerals are a category people avoid until avoidance is no longer an option — and by then, they’re overwhelmed, underprepared, and emotionally spent.
Every competitor leaned into the same visual language: muted tones, soft edges, vague reassurance. Nobody was actually showing people what to do or how it could feel. That was the gap.
Follow a real family. Show the whole thing.
We wrote a story that followed a family navigating the loss of their mum — grief, decisions, and all. Each Kings Funerals service was woven into the narrative not as a feature list, but as a moment in a real human experience. The goal was to make an intimidating subject feel manageable. Specific. Even empowering.
That same logic extended to every piece in the suite. A film about prepaid funerals. A film about the cooling blanket — a service that lets families keep a loved one at home for up to three days — titled A Little More Time. Nothing was softened. Everything was reframed. The brief wasn’t to make death comfortable. It was to make people feel capable.
“Every brief in this category starts the same way: ‘We need to be sensitive.’ That’s not wrong — but sensitivity without honesty just creates distance. The families in these films weren’t acting. That’s why it works.”
— Shanks, Wonder Creative
One human truth. Three films. A brand that earns trust before the call is made.
The brand film anchors the Kings Funerals website and sales conversations. The service films — Funerals Your Way, A Little More Time, and the prepaid funeral piece — each do the same job at the service level: turn an unfamiliar process into something a person can picture themselves navigating. Together they form a content suite built to work across every touchpoint.
The work lands because it doesn’t flinch. When a brand is willing to show the hard thing honestly, trust doesn’t have to be earned — it arrives with the first frame.
Kings Funerals turned the hardest conversation in the room into their strongest brand asset. What’s yours?
Two minutes. A tailored creative direction written specifically for your brief — formats, timeline, and investment range included.