Shot an entire Summer ’26 campaign in 6 days
— during UK winter

Sector: Retail
Labs: Production Lab

Most fashion brands accept the tyranny of the UK calendar: grey skies, short daylight, expensive studios. Wax London needed their full Spring/Summer 2026 campaign — photography and video — delivered in the middle of winter. Traditional production meant compromising on timeline, light, or creative ambition. They needed all three.

Humaine relocated the entire campaign to Cape Town and Hermanus during Southern Hemisphere summer. Longer daylight hours, diverse coastal and urban locations, and our full production capability on the ground meant Wax could run multiple campaign narratives in parallel — not sequentially. No waiting. No re-booking. No creative concessions. From pre-production through final delivery, every decision was made to compress time without cutting corners. The result was a single shoot window that did the work of three.

What we delivered

  • Full SS26 campaign delivered – photography and video – in one window
  • Multiple campaign storylines captured across varied locations simultaneously
  • Assets deployed across brand, ecommerce, and editorial channels
  • Campaign featured across Wax London’s owned media platforms

“Humaine delivered at pace without compromising quality.”

Want to produce more in less time?
Speak with Mal, Head of Production Lab.