Aussie-owned PUSH partners with Play Films to launch Singapore creative studio PUSH▷PLAY

Australian owned global creative studio PUSH has partnered with Play Films, a veteran of Singapore’s production landscape for over 20 years, to launch a new creative studio, PUSH▷PLAY with a focus on youth trends and culture in Singapore.

This partnership will blend Play Films’ deep experience in the Southeast Asian market with PUSH’s international network of directors and creatives, renowned for their work in Asian youth culture and authentic storytelling. Push was born in Shanghai in 2014, and opened in Sydney in late 2020.

Says Julie Chung, co-founder of Play Films: “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.”

PUSH’s recent portfolio reflects its distinctive approach to culture-driven storytelling, with standout projects including 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 huge skate park and gallery activation on Shanghai’s iconic Bund for Vans.

Play Films Singapore, founded by Chung and David Clarke, has solidified its reputation as premium production partners, known for delivering impactful projects such as Tiger Beer: Woks of Art campaign, celebrating cultural creativity, a Marina Bay Sands campaign featuring David Beckham, and its 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. Directed by PUSH founder and creative director Jonathon Lim, the campaign underscores the studio’s ability to create work that resonates locally while commanding global attention.

Says Lim: “I’m excited to create work that builds upon our style, cultivated in China and Japan. 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.”