Fungtion is an organic wellness brand built around functional mushrooms and plant botanicals. Based in Marina Del Rey, it was founded by George Moulton, a serial entrepreneur and snowboarder, and Phoebe McPherson, an herbalist and educator. Together they created signature mushroom elixirs (blends of lion’s mane, cordyceps, ginger, etc.) to support energy, cognition and well-being. The company sells primarily direct-to-consumer online via their shop and newsletter, with additional wholesale clients at yoga studios, cafes, and health shops. Fungtion engages its community through educational content and events – like hosting plant-medicine talks at cafes or beach cleanups– emphasizing its mission to connect people with nature.
⟢ Content Creation
⟢ Influencer Seeding
⟢ Event Planning
⟢ B2B & B2C Communications
My role often extends beyond original photography to encompass comprehensive visual asset management. While I often direct external photographers to capture the core product imagery, a significant part of my work lied in post-production and creative adaptation.
Photos reflected a grounded, earthy aesthetic, using natural light, botanical props, and rich textures to evoke wellness and tranquility.I meticulously edit and enhance these professional shots in Adobe Photoshop and Illustrator, transforming them into compelling social media visuals, engaging feed layouts, and impactful marketing materials for our wholesale clients. The final images you see on the website and social channels are the result of this detailed collaboration and design process. The selection below includes just my original photography and under stories/sponsored ads are examples of my graphic design work building upon provided brand assets.
Videos can transform a product into an experience, giving audiences a glimpse into their experience with your product.
The founders aimed to drive home their mission statement, 'nature knows', so most content focused on creating polished explainer videos that broke down the science of functional mushrooms, alongside lifestyle content that showed how to integrate Fungtion into daily routines.
Sponsored posts were targeted at audiences interested in adaptogens, wellness routines, biohacking, and mental clarity. I also used budgeted ads to retarget website visitors or those who engaged with our video and Stories content, ensuring transparency and educational content (not just “buy now”) was a strong part of those boosted posts.
I utilized an organic outreach strategy, prioritizing influencers with niches in wellness, plant medicine, holistic health, and fungal researchers. Paid campaigns included product seeding, affiliate partnerships, and joint content with wellness coaches.
Fungtion has been featured in wellness-focused media outlets, podcasts, and blogs discussing functional mushrooms, adaptogens, and bio-hacking. While the public list isn't filly listed here, the brand’s key mentions include well-being magazines and health podcasts. We used these features strategically in content repurposing: sharing quotes, visual assets, and behind-scenes takeaways to build credibility and amplify reach.
Honey Suckle Mag: "When George Met Phoebe: fungtion-ing Daily With Mushrooms, Kanna, And Psychedelics’
The fungtion mushroom elixir, primarily using Lion’s Mane and Cordyceps, is also stacked with other plants to activate different health benefits. Ginger supports the digestive tract; goji berry promotes sexual energy and endurance; ginseng boosts endurance and balances mood; rhodiola relieves stress related fatigue. These plants’ powers combine into a full-body wellness cocktail, but their effects are actually quite subtle. So subtle, in fact, that McPherson advises that each consumer give it two weeks with the formula to see what it’s doing long-term for them.'
Wellness With Delaney: Ep. 13 The Healing Powers of Mushrooms and Kanna
Phoebe Mcpherson, an herbalist and co founder of two amazing brands: Fungtion and Funguy, delves into the powers of empathogenics like Kanna to open our hearts and intuition as well as the healing powers of functional mushrooms.
The Chalkboard: How 11 Female Wellness Founders Are Prepping For 2024
Finding stillness is not only one of my favorite wellness practices, it is an absolutely essential one. Stillness can be found at the end of an embodying yoga practice, while on a walk with no headphones/phone calls, or in the depths of a long meditation. Once the glimmers of stillness start to emerge and my body/mind quiets, I have a wonderful, clean slate to meditate on what has been impactful in the past year and what was a learning moment. From stillness, I can approach these reflections from a place of authenticity and an open heart.
The Psychedelic Podcast: Phoebe McPherson- Exploring Kanna: A Gentle Ally for Opening the Heart
In this Psychedelic Podcast episode, Paul F. Austin welcomes Phoebe McPherson to discuss the resurgence of kanna, a legal psychoactive plant, in the global market.
Ad Age: Functional mushrooms marketing guide—brands clash with Meta as industry grows
While psychedelic mushrooms are generating tons of buzz lately, including recent media coverage about tech entrepreneurs taking them, a more legal variety of fungi is gaining traction.
Rose with Rae: Nature as Healing, Shroomies and Psychedelics, Listening to Your Body with Phoebe McPherson
This episode is fun because I am coming out of the psychedilics closet and we are talking all about shroomies. We're diving into functional and medicinal mushrooms and then we answer some of my listener's questions about the ~fun mushroom. I took away so much from this conversation about listening to your body and allowing nature to heal you from the inside out.
The Third Wave: Sit Down with Phoebe McPherson
Paul and Phoebe explore kanna’s rich South African history, heart-opening qualities, and recent revival in the wellness space. Their comprehensive discussion asks questions like: How does kanna compare to MDMA? What led Phoebe to explore kanna, and how did it change her life? How can this plant help regulate the nervous system? Can you stack kanna extract with psychedelics like psilocybin and LSD? What does a kanna microdosing protocol look like?
Confessions of a Wannabe It Girl: Are We on Drugs? A Starter Guide to Mushrooms and Kanna with Co-Founder of Fungtion Phoebe McPherson
You're probably wondering, why are people so hyped about mushrooms. Are these drugs? Phoebe McPherson, the founder of Fungtion, is here to help give you the 101 on mushrooms and kava. In this episode, we explore how these plant-based wonders can boost mental health and energy. If you're seeking a natural alternative to help with your mental health or simply looking to enhance your emotional well-being, we've got you covered!
Here’s a glimpse of the work I'm proud to showcase. From sleek web design and intuitive mobile apps to stunning 3D visuals, our projects speak to the creativity.
