Former UltraSuperNew executives Sarah Emmanuel-Cheong and Edric Cheong have launched Chop Shop, a multi-disciplinary creative collective in Singapore, following a soft launch in January 2026.
The collective brings together specialists across branding creative and consultancy, end-to-end campaign creative, social media consultancy and content production, PR consultancy, and photography and film production.
Head of Art Joash Thum, co-founder of creative lifestyle brand Tokonoma, leads art direction, while Nadhir Zainal of AIRISU anchors the production arm. Chop Shop is also working with a pool of independent consultants across specialist PR fields.
Since its soft launch, Chop Shop has worked with ride hailing app TADA, interior design studio Whiteboard, non-profit ACMI, luxury property developer Brand New Land Group and online employment marketplace Jobstreet.
As Co-Founder, Sarah Emmanuel-Cheong brings operational and creative experience to the collective. Most recently, she was Managing Director of UltraSuperNew’s Singapore office, where the release says she rebuilt the agency around faster briefing, clearer pricing and an in-house production studio for tighter quality control.
Her work at UltraSuperNew included clients such as Infocomm Media Development Authority (IMDA), National Youth Council (NYC), Singapore Kindness Movement and Shiseido Company.
“With the way the industry has been looking, some would think it’s a crazy idea to start an agency,” said Sarah-Emmanuel Chong, Co-Founder, Chop Shop.
“But we aren’t afraid of crazy. We don’t think the industry is failing. We think it’s moulting,” says Sarah-Emmanuel Chong, Co-Founder, Chop Shop. “We started Chop Shop to dismantle old ways so we can evolve the same way consumers do, building campaigns with agility, with creativity, and most importantly with the fun that consumers need now more than ever.”
Co-Founder and Creative Director Edric Cheong has worked across regional and global markets, with a portfolio that includes government agencies such as the National Environment Agency (NEA), Health Promotion Board (HPB) and Workforce Singapore (WSG), as well as Heineken, Sunsilk and technology company OPPO.
“It’s all a mash-up,” said Edric Cheong, Co-Founder and Creative Director, Chop Shop.
“Culture, ideas, fashion, tech, products. One influences another, so we don’t believe there’s one way to solve a problem. We spend time with our clients, get into their business, understand their challenges, then look at the signals that move their audience. Sometimes it’s a product, other times an experience. There’s no fixed formula. Nobody has all the answers. But we’re good at finding solutions. Like a chop shop, we figure out what the problem needs before we decide what the answer should be.”
