Between 10and5 Spotlight: Lobengula’s Kamo Nche & Stephanie Rous

At Lobengula Agency, creative leadership is less about ego and more about balance, a philosophy embodied by creative directors Stephanie Rous and Kamo Nche, whose partnership is built on complementary strengths, shared curiosity, and an uncompromising commitment to craft. At the centre of the agency’s culturally attuned, insight-led work are creative directors Stephanie and Kamo, two young creatives whose partnership is shaping both the ideas and the energy behind Lobengula’s growing reputation.

Rooted in respect, curiosity and an obsession with craft, their dynamic reflects a new generation of creative direction: collaborative, culturally grounded, and deeply intentional. Together, they form a unified creative force where design, storytelling, strategy, and cultural insight move in lockstep. In this Between 10and5 ‘YOUNG & CREATIVE’ spotlight, we speak to the duo about their partnership, philosophy and what it takes to build brave creative work in South Africa today. We managed to catch up with them and see what has been cooking for them creatively.

Q: You’ve both carved a powerful partnership as Creative Directors at Lobengula. What makes your creative dynamic work?

Stephanie:
Our dynamic comes down to respect and complementing each other’s strengths. I come from a design background, thinking about how bold ideas translate visually and structurally, while Kamo brings deep storytelling and strategic thinking grounded in cultural understanding. Together, we make sure the work doesn’t just look good, but tells a compelling story.”

Kamo:
We’re two sides of the same coin. Our differences in taste and approach actually strengthen the work. We give each other space to explore ideas fully, constantly questioning whether we’ve found the best way to express them, whether that’s in how something is said or how it’s seen.”

A partnership built on complementary strengths

At the heart of Steph and Kamo’s effectiveness is how their different skill sets merge seamlessly. Where Steph brings a sharp eye for design, structure, and visual craft, Kamo brings layered storytelling and strategic thinking rooted in cultural understanding. Their relationship is built on mutual respect and the ability to challenge one another productively, ensuring ideas are both beautifully made and meaningfully told.

Take for example, a series of films called ‘uLuntu Lwethu’ for Mercedes Benz South Africa. It focused on five individuals within MBSA whose lives were transformed through the company’s initiatives. These films tell the human stories behind the corporations. 

https://www.youtube.com/watch?v=Qom_MolVAYA

Q: What first pulled you into the world of creativity and advertising?

Stephanie:
Advertising was a happy accident. I was always drawn to design and illustration, the power of visuals to communicate complex ideas simply and beautifully. That love for craft eventually led me into advertising.

Kamo:
I also found advertising almost by accident. My spark came during an internship at a production house, where I got involved in pitching ads. That’s when I became obsessed with understanding what makes an idea truly effective. I joined Lobengula at its inception and have helped shape the agency ever since.

Q: Lobengula has had a standout year [2025]. What’s felt most defining?

Stephanie:
The recent Assegai wins were a major moment for us. Winning three golds, a silver, and a bronze with Standard Bank validated our approach, strong internal comms, strategy, and craft working together.

Kamo:
Beyond awards, the internal growth has been just as important. Expanding our global connections and building out LA Films and LA Truth has strengthened the foundation that allows us to deliver strong creative work consistently.

Q: Insight before execution: what guides your creative direction?

Stephanie:
Curiosity, authenticity, and deep understanding. Every idea has to be rooted in real insight.

Kamo:
We question everything. Interrogate the idea again and again, then have fun figuring out how best to express it.

Case Study: Qrate – Dads For Pads.

In South Africa, period poverty and the stigma around menstruation is an often overlooked issue. Fathers are often absent from this part of their daughter’s lives, reinforcing taboos and silence. But what if dads could help end period shame. Lobengula introduced the ‘Dads for Pads’ campaign, a movement to invite fathers and the nation to break the silence around menstruation and drive real change.

Through a thought provoking and hard-hitting film, Stephanie and Kamo creatively showed the reality of the stigma to start the conversation. Then through powerful storytelling and humour we created a radio campaign that used South Africa’s favourite dads, and recorded them as they were strapped to a period stimulator and documented their real-time reactions.

The Qrate work was also awarded in the top 10 finalists in the Pendoring 2025 award show.

Q: Culture, curiosity, and craft: how do you stay inspired?

Stephanie:
Exposure is everything. Connecting with creatives across cultures and disciplines keeps us sharp. Attending D&AD in London earlier this year was a reminder of what’s possible, and experiencing that together helps us bring that energy back to the team.

Kamo:
I stay connected to culture, film, art, music, and the broader creative ecosystem. That way we’re not chasing trends, but experiencing shifts as they happen.

Q: What does your collaborative process look like when tackling big briefs?

Stephanie:
We trust each other’s process. Pushing boundaries and refining craft aren’t opposing forces, they strengthen one another.

Kamo:
We’re both collaborators by nature. That gentleness creates space for experimentation, which is where the best ideas usually come from.

What sets Lobengula apart in the South African creative landscape?

Q: Looking ahead, how are you shaping Lobengula’s next chapter?

Stephanie:
We want Lobengula to be known for fearless creativity paired with strategic depth, work that moves people and shapes conversations.

Kamo:
Our rule is simple: Craft or go home. The work is the obsession and that’s why we’re growing.

In Closing

Together, Kamo and Stephanie represent a new wave of creative leadership, one defined by complementary strengths, insight before execution, cultural curiosity, and a hands-on, collaborative approach to building brave work. At Lobengula, good work comes first, awards come second and craft is non-negotiable.