The Debenhams Christmas Parade

Creep delivered the full post-production pipeline for the Debenhams Christmas campaign in just seven weeks, combining real-time technology with traditional VFX craft.

The project began with AI-assisted concept development before moving into a scale-accurate Unreal Engine previs. By converting concept artwork into lightweight 3D environments, we locked camera moves, lensing and shot design ahead of production, giving the team complete confidence before stepping onto set.

Working alongside All Groovy VFX, live camera-tracking data was streamed directly into Unreal throughout the shoot, allowing virtual environments, parade floats and set extensions to be viewed in real time. This approach enabled creative decisions to be made on set and was instrumental in delivering 35 complex shots across just two shoot days.

Post-production brought together extensive CG environment work, animation, compositing and finishing to create a rich Christmas world across TV, cinema, digital, out-of-home and in-store campaigns.

For us, the project represents the best of both worlds: embracing new technologies and real-time workflows while keeping experienced artists at the heart of every creative decision.