By Malherbe Pelser
In the fast-paced world of retail marketing, agility and trust often determine whether a campaign makes it to launch, or misses the moment entirely. This was certainly the case for Debenhams’ High Summer campaign, which came together in a tight window and culminated with a show-stopping display on the UK’s most iconic screen: Piccadilly Circus.
As the production lead on this project, I’ve spent over a decade crafting global campaigns for sports giants like ASICS, Novak Djokovic, and the Springboks. But this foray into women’s fashion for Debenhams was an entirely new, and surprisingly refreshing, challenge.
Where It All Starts: Trust
Like any successful project, it began with trust. The Debenhams team entrusted us with not just a concept but a tight timeline and a clear vision. Interpreting and executing that vision, then delivering final campaign assets just a week after wrapping the shoot, was a huge logistical ask. But trust works both ways: with the right people in place, everything is possible.
Summer in May? Only in Cape Town
I love Cape Town and will always be first in line to advocate for doing work locally. From world-class production infrastructure to beautiful locations, we are spoilt for choice. Still, shooting a “Summer Hour” campaign at the end of May meant rolling the dice with the weather. Luckily, the Mother City came through with blue skies and golden light, giving us the authentic summer vibe we needed.
Fashion Is a Different Game
While the overall logistics mirrored what we’d typically manage on a sports production, with set builds, schedules, and global delivery requirements, fashion brought its own nuances. We had a seamstress on set to tailor pieces on the fly, and we found ourselves capturing far more content in low light than initially planned. But that’s the joy of creative work: adapting in real time while staying focused on the goal.
Building the Right Creative Team
One of the biggest challenges? Finding the right creative leads. My go-to directors and photographers, experts in sports storytelling, weren’t the right fit for a fashion-forward retail campaign. This gave me the opportunity to finally collaborate with creatives whose work I’ve long admired.
Under the creative guidance of Geraint Gronouw, our Creative Director at Humaine, we shaped a team that truly understood the intersection of elegance and emotional storytelling. We brought on Paige Fiddes as our director, easily one of the most exciting emerging talents in South Africa. Her ability to navigate agency needs, client expectations, and creative execution without fuss made her an ideal partner. And working with her preferred DOP, Chris Joubert, added a layer of visual consistency that elevated the whole piece.
On stills, Sven Kristian nailed the brief with beautifully lit, emotionally resonant imagery. This was our first collaboration despite knowing each other for over 15 years. It won’t be the last.
What united Paige, Chris, and Sven? Beyond their talent, they were all incredibly easy to work with. And that, more than anything, is the most underrated superpower in any creative project.
Pressure-Proof People
We filled the rest of the crew with trusted professionals, Ashleigh Coetzer, Roné De Bruyn, Kristin Pienaar and Ingrid Malherbe, who know how I work and thrive in high-pressure environments. In this business, knowing how people react under stress isn’t just helpful, it’s essential.
The Debenhams team, both those on-site in Cape Town and those supporting remotely from Manchester, were collaborative and clear, even under pressure. It made all the difference.
And yes, Cape Town didn’t just deliver the weather. From the food to the hospitality to the impromptu braai hosted by my colleague Grant Hillary for the whole team after three long shoot days, every part of the experience was a reminder of why we love working here.
A Moment to Remember
The final cherry on top? Seeing the campaign go live in Piccadilly Circus, the UK’s biggest screen and arguably one of the world’s most iconic advertising stages. A proud moment for everyone involved.
A huge thank you to Daniel Finlay, Natalie Allison, Jon Till, Patrick Duggon, and the wider Debenhams team for putting your trust in us. It was a privilege to help bring this vision to life.
Extraordinary Together.
At Humaine, we bring together award-winning human creativity and the power of intelligent AI to deliver meaningful, human-centric, and standout campaigns for retail brands. If you’re looking for a production partner who can move fast without compromising quality, and deliver work that truly connects, get in touch.
