What if there was a place where creatives could experiment together with the ideas their brains generate?

That question prompted Photoplay to do more than simply wonder. The production company did a little experimenting with its own ideas generation. And the result is Playtime, a creative platform where creatives can collaborate with other creatives to form project-based collaborations, finesse and deliver atypical and experimental solutions.

Photoplay executive producer, Oliver Lawrance, explained, “We wanted to create a side to Photoplay which focused on more experimental craft-based projects, and that was playful and better armed to drive non-conventional installations and experiential ventures as well as content films. Playtime seemed the natural name, as well as being the title of a wonderful 1960s Jacques Tati film that is art directed and craft-focused like our work.”

Playtime houses a new team of craft-orientated directors from non-traditional filmmaking backgrounds, who can  produce content and installations that stretch beyond conventional advertising work.

So far these directors include design-led animation and illustration craftsman, Dropbear; Byron Quandary, an offbeat aesthetician with a knack for naturalistic performance and editing; James Chappell, a high concept visual stylist and music video director; award-winning documentary, fashion and celebrity director, Gracie Otto; and Cannes Gold winning photographer-turned-director, Michael Corridore.

Playtime is looking to collaborate with agency partners on campaigns at a much earlier conceptual stage when possible. Dropbear has recently designed and directed the in-camera magic of the Treasury campaign for BMF Australia.

BMF and Photoplay simplify the complexities of making multinationals pay tax

Byron Quandary has just completed the newly launch Domain spot via DDB Sydney.

And Michael Corridore is currently directing the upcoming brand campaign for Sydney University for The Monkeys.

Producer, Tom Slater, who was acknowledged this year by Screen Producers Australia’s Ones To Watch, has joined Playtime to help Oliver Lawrance drive the new platform. He arrives armed with production experience across TVCs, television and feature films.

Explore the Playtime reel and platform here.