Emotive has launched a production company built for how ideas work today. Because, it says, after a decade of bringing ideas to life, one thing has become clear. The best work happens when the idea and the making stay together from the start.

The old way split ideas from making. Emotive doesn’t.

The new model is where creative and production work together from the first spark, as one continuous process, shaped by the experience of more than 130 productions delivered locally and globally, spanning film, content and brand experiences.

Emotive Productions offers 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 are five production pillars – AI production, motion & static, branded entertainment, events & experiences and 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. She will work with 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 company 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. And 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 may 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.

Hayley Ritz Pelling, general manager of Emotive Productions, stated,“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.”

Simon Joyce, founder and CEO of Emotive, added, “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.”