Australian-owned global creative studio PUSH has partnered with Play Films, a veteran of Singapore’s production landscape, to launch a new creative studio, PUSH▷PLAY with a focus on youth trends and culture in Singapore.
The partnership will blend Play Films’ experience in the Southeast Asian market with PUSH’s international network of directors and creatives. Push was born in Shanghai in 2014, and opened in Sydney in late 2020.
“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,” said Julie Chung, co-founder of Play Films.
PUSH’s recent portfolio includes an MTV VMA-winning music video for Megan Thee Stallion’s “Mamushi”, shot in Tokyo; a Hennessy campaign blending luxury with street culture, featuring Jackson Wang, shot in Thailand with Wieden+Kennedy Shanghai; and the creation of a skatepark and gallery activation on Shanghai’s Bund for Vans.
Play Films Singapore’s portfolio includes, Tiger Beer: Woks of Art campaign, celebrating cultural creativity, a Marina Bay Sands campaign featuring David Beckham, and their work for Sony Ericsson, which brought hundreds of people to the streets of Barcelona.
PUSH▷PLAY’s first major project out of Singapore was a campaign for PUMA with Singapore agency GOVT.
“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.”