Cape Union Mart - Our Summit

Behind every quality outdoor product is a story of craftsmanship, precision, and passion. Our recent collaboration with Cape Union Mart on their "Our Summit" campaign pulls back the curtain on this journey, revealing the robust manufacturing presence that has established them as a trusted name both in South Africa and internationally.

The project took us deep into the heart of Cape Union Mart's operations—from bustling factory floors where skilled hands transform raw materials into reliable outdoor gear, to the meticulously organised distribution centres that ensure these products reach adventurers across the globe. What emerged was a visual narrative that celebrates not just a brand, but South Africa's manufacturing capabilities on the world stage.

What made this project particularly special was capturing the dual nature of Cape Union Mart's identity. While the industrial sequences showcase technical expertise and quality control, we also ventured outdoors to film their products in action—proving that everything they create is built for real-world performance in South Africa's diverse environments.

One of the unexpected highlights came when my young boys joined the production, stepping into their first professional roles as impromptu assistants!

"Our Summit" ultimately tells a story of pride—pride in local manufacturing excellence, pride in creating products that stand up to international standards, and pride in contributing to South Africa's reputation as a source of quality craftsmanship. The campaign serves as both an invitation to global partners and a reminder to local consumers that world-class outdoor gear is being created right here at home.

The finished piece balances technical prowess with human connection, industrial scale with personal touch—just like Cape Union Mart itself.