Singapore – 14th October 2024 – Global creative studio PUSH has partnered with Play Films, a longstanding figure in Singapore’s production landscape, to launch their joint venture, PUSH▷PLAY. With a sharp focus on youth culture and trends, the new creative studio aims to bring fresh, innovative storytelling to Singapore’s vibrant market.
This partnership brings together Play Films’ 20 years of production expertise in Southeast Asia and PUSH’s global network of talented directors and creatives, known for their authentic and culture-driven projects. Their collaboration is set to redefine Singapore’s creative landscape, making it a hub for modern youth-centric content.
“We’ve known PUSH for years, first working on Adidas projects together in Shanghai. We’ve always admired their ability to tap into subcultures and bridge them into commercial worlds. There’s a momentum in Singapore that feels primed for this kind of aesthetic and energy,” expressed Julie Chung, co-founder of Play Films.
A Fusion of Global and Local Expertise
PUSH has built a stellar reputation in culture-driven storytelling, with standout projects such as an MTV VMA-winning music video for Megan Thee Stallion’s “Mamushi,” shot in Tokyo, and a Hennessy campaign blending luxury with street culture, featuring Jackson Wang. The brand has also gained attention for creating a massive skatepark and gallery activation on Shanghai’s iconic Bund for Vans. Each project has seamlessly integrated youth culture, art, and commercial appeal—elements that will now take center stage at PUSH▷PLAY.
With Play Films’ established presence in Singapore, known for delivering impactful campaigns like Tiger Beer: Woks of Art, which celebrated cultural creativity, and a Marina Bay Sands project featuring global icon David Beckham, the union between these two powerhouses is set to elevate Singapore’s creative storytelling.
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First Campaign and Future Ambitions
PUSH▷PLAY’s first major project out of Singapore is a striking campaign for PUMA, in collaboration with the local creative agency, GOVT. Directed by PUSH founder and creative director, Jonathon Lim, the campaign embodies the studio’s vision to create locally resonant content with global appeal. The collaboration between Lim, Chung, and Clarke reflects a shared passion for innovative storytelling that transcends borders.
“I’m excited to create work that builds upon our style, cultivated in China and Japan,” said Jonathon Lim. “Doing it alongside David and Julie makes it a joy – they genuinely care for crew and clients, and have such a passion to create great work.”
With an impressive portfolio already in motion, PUSH▷PLAY is set to become a driving force in Singapore’s creative industry, blending the region’s youth energy with globally inspired content.
About PUSH▷PLAY
PUSH▷PLAY is a creative studio launched by global production house PUSH in collaboration with Singapore-based Play Films. The studio focuses on youth culture, trends, and innovative storytelling, with a commitment to producing work that resonates both locally and internationally. Its team combines decades of regional expertise and a global network of directors, ensuring that every project is a cultural and visual masterpiece.
