Independent creative company Emotive launches Emotive Productions
Independent creative company Emotive has launched Emotive Productions, a new production offering designed to integrate creative development and production more closely.
The move reflects a broader shift in how commercial content is developed, with agencies increasingly combining creative and production capabilities earlier in the process. Emotive Productions formalises this approach within the business, bringing together creative and production teams from the outset of a project.
It comes to life through a set of capabilities aligned to how ideas are experienced and shared, as production continues to shift from traditional TV to social-first content that feels native to each platform, while embracing AI’s growing role in reshaping production.
Separate in structure but inseparable from the creative process, these capabilities span five connected production pillars:
• AI Production
• Motion & Static
• Branded Entertainment
• Events & Experiences
• Influencer Co-Production
Leading Emotive Productions is newly appointed General Manager, Hayley Ritz Pelling, who steps into the role after more than a decade with the business, alongside a core team including Head of Post Sam Gadsden, Integrated Executive Producer Sophia Del and Post Producer Rebecca Love-Williams. Also joining the team is Integrated Producer Kimm McTavish, who brings a decade of experience across TV, digital, social, print and experiential.
The offering is further supported by new investment in production infrastructure, including two fully equipped edit suites at Emotive’s Coogee HQ, enabling end-to-end post production under one roof.
Alongside its core team, Emotive Productions works with a trusted network of specialist partners across AI, directing, experiential, creators and entertainment, brought in when the idea calls for it. No fixed model. Just the right team for the work.
Emotive Productions can be engaged as part of Emotive Creative Agency, directly by brands, or alongside other agency partners, applying the same integrated thinking to standalone production projects.
Says Hayley Ritz Pelling, General Manager of Emotive Productions: “The five pillars reflect how ideas now travel. From scaled content to AI, entertainment, real-world experiences and influencers embedded in culture. More often than not, it takes a connected ecosystem like this to help ideas land. Built around a team and partner network we trust to get the most out of every idea.”
Says Simon Joyce, Founder and CEO of Emotive: “Production now helps shape the idea, not just the execution. Emotive Productions is built for that shift, with creative and production working together from the first spark. Central to this is our AI Production pillar, opening up new creative possibilities and already driving a meaningful share of new business, including our first major AI motion production set to launch mid May.”
The launch signals Emotive’s continued evolution into a future-focused independent creative company, bringing together creativity, production and earned thinking into a unified system designed to maximise how ideas are made, experienced and shared.
Pictured (L-R): Simon Joyce and Hayley Ritz Pelling
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