Sunshine was founded in 2012 and was designed to help luxury, fashion, and lifestyle brands. Sunshine is at the vanguard of a movement away from advertising and towards entertainment as a more powerful means to drive audience engagement and commercial growth for brands. It uses the power of entertainment thinking to drive brand, cultural, and commercial growth for its clients. The aim is to help the clients create a pathway to a direct audience, eliminating their reliance on intermediaries and shifting them from marketing expenditure to investing in the creation of properties that have the potential to return value. Sunshine has offices in London, New York, and Los Angeles and a global client base, although the main hub of operations is in London.

Sunshine operates on a set of guiding principles. They believe the best idea wins, regardless of where it comes from. Storytelling is central, and employees are encouraged to uncover and convey the deeper meaning behind every story, aiming to connect emotionally through their work. Effort, care, craft, and thoughtful consideration are highly valued, alongside professional empathy. Diversity of thought is essential, as it strengthens collective intelligence. Sunshine embraces new perspectives, challenges norms, and seeks fresh ideas. Risk is welcomed—fear signals progress, and failure is a learning step if handled swiftly. Above all, they champion unreasonable ambition, encouraging bold thinking: if you can imagine it, you can achieve it.