Australian-owned global creative studio, PUSH, has announced a partnership with Singaporean production company, Play Films, to launch a new creative studio, PUSH▷PLAY.

The new studio will focus on youth trends and culture in Singapore, aiming to leverage Play Films' two decades of experience in the Southeast Asian market and PUSH's international network of directors and creatives known for their work in Asian youth culture and authentic storytelling.

PUSH was originally established in Shanghai in 2014 and expanded to Sydney in late 2020. Play Films Singapore, founded by Julie Chung and David Clarke, is recognised for delivering impactful projects such as the Tiger Beer: Works of Art campaign, a Marina Bay Sands campaign featuring David Beckham, and their work for Sony Ericsson.

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.

Co-founder of Play Films, Julie Chung, said: “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 founder and creative director, Jonathon Lim, said: “I’m excited to create work that builds upon our style, cultivated in China and Japan,” and added, “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.”