Sydney, Australia – Emotive has launched Emotive Productions, a new in-house production arm designed to integrate creative development and execution within a single workflow.
Announced in Sydney, the move formalises a model the agency has developed over the past decade, where ideas and production are handled as a continuous process rather than separate stages.
The new unit is structured around five production pillars: AI production, motion and static, branded entertainment, events and experiences, and influencer co-production.
Emotive Productions will be led by Hayley Ritz Pelling as General Manager, supported by a core team spanning post-production, integrated production, and content delivery. The company has also invested in in-house infrastructure, including edit suites at its Coogee headquarters to support end-to-end production.
The unit will operate as part of Emotive’s broader offering, but can also be engaged independently by brands or in collaboration with external agency partners.
Founder and CEO Simon Joyce said the launch reflects a shift in the role of production within the creative process, with execution increasingly shaping ideas from the outset.
The development comes as agencies adapt to changes in content creation, including the growing role of AI tools and the demand for integrated, multi-format campaigns delivered across platforms.
With the launch of Emotive Productions, the company is consolidating its capabilities into a single system aimed at aligning creative, production, and distribution more closely.
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