Wax London
↓
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
For Wax London’s SS26 campaign, Humaine relocated production entirely to Cape Town and Hermanus, where the Southern Hemisphere summer provided longer daylight hours and the location variety to support multiple campaign narratives. The full shoot – photography and video across brand, ecommerce, and editorial outputs – was completed in 6 days. Wax London didn’t adjust their creative ambition to fit the UK calendar; Humaine adjusted the production model instead.
The answer is parallel production, which requires having the logistics infrastructure and creative direction capability to run multiple units at once rather than booking sequentially. For Wax London, Humaine ran multiple campaign narratives across varied locations in Cape Town and Hermanus within a single 6-day window – compressing what would typically be three separate production windows into one without creative concessions.
Sequential production means finishing one campaign narrative before starting the next – which multiplies timelines and costs. Parallel production means running multiple units across different locations simultaneously under a single production framework. For Wax London’s SS26 campaign, this is what made a full multi-narrative shoot possible in 6 days: each location and storyline was briefed, crewed, and directed as part of one coordinated system, not a series of separate jobs.
For Wax London’s full SS26 campaign – covering multiple storylines across brand, ecommerce, and editorial – Humaine completed production in 6 days. That timeline was possible because Humaine relocated to Cape Town and Hermanus to remove weather and daylight constraints, and ran multiple campaign narratives in parallel rather than sequentially. The limiting factor in most fashion production is not budget or creative – it’s the production model.
“Humaine delivered at pace without compromising quality.”
Want to produce more in less time?
Speak with Mal, Head of Production Lab.
