Julie Chua has a clear view on where production belongs in the process — and it isn’t at the end.
As Go-To-Market Director at McCann Singapore, Chua connects strategy, creativity, and production across integrated teams. For Chua, bringing producers in early is critical. When production comes in too late, teams can face compressed timelines, increased costs, unnecessary compromises, and avoidable rework.
Over a career spanning more than 25 years in film and advertising, she has delivered campaigns for clients such as Coca-Cola, Unilever, and Sony, among others.
In our conversation, Chua talks about her role as Go-To-Market Director, what changes when producers help shape ideas from day one, where she sees AI fitting into the future of production — and where it doesn’t. She also reflects on some of the projects that have stayed with her over the years.
Can you tell us about your role as Go-To-Market Director at McCann Singapore and what your work typically involves?
As Go-To-Market Director, my role connects strategy, creativity and production — making sure that great ideas make it to market in the best possible form. Day to day, that means leading integrated teams across disciplines and markets, balancing creative ambition with commercial reality, and ensuring clients, agency teams and production partners are all working in the same direction.
A big part of what I focus on is building future-ready production capabilities — whether that’s adopting AI to enhance workflows, nurturing the next generation of production talent, or finding smarter ways to deliver quality work within real-world constraints of time and budget.
At the end of it all, the measure of success is whether the work created meaningful impact for the brand and business.
Having overseen productions from concept development through to content delivery, how has that end-to-end perspective shaped the way you approach production?
Having that end-to-end view helps to ensure every production decision made supports the campaign’s objectives. When you understand the full journey — from the first strategic conversation to the final delivery — you stop seeing production as the last step and start treating it as a strategic enabler from day one.
Ultimately, the goal is always the same: bring the best version of the idea to life, in the smartest, most effective way possible.
Early involvement means you can identify opportunities, manage risks and optimise budgets without compromising creative ambition. I approach production as a strategic partner to the creative process, not just an execution function, contributing solutions from the outset rather than simply delivering outputs. My focus is on balancing creativity, quality, speed and commercial realities to deliver the best outcomes for clients.
That also means staying open to new tools and technologies — including AI — where they enhance efficiency or unlock creative possibilities, while keeping human creativity at the centre. Ultimately, the goal is always the same: bring the best version of the idea to life, in the smartest, most effective way possible.
You’ve spoken about the importance of involving producers from day one rather than bringing them in after decisions have been made. Why is that so important, and what are the risks when production is brought into the process later?
The earlier production joins the conversation, the more value we can create — not just in execution, but in shaping ideas that are both creatively ambitious and practically achievable.
Producers bring practical expertise that helps shape ideas into executable solutions from the very beginning — rather than trying to solve problems after decisions have already been made. Early involvement enables realistic planning around budgets, timelines, technology and production approaches, which reduces costly changes down the line.
It also creates stronger alignment between strategy, creative and production, leading to better decision-making and fewer surprises during execution.
When production is brought in late, teams often face compressed timelines, increased costs, unnecessary compromises and avoidable rework. It also limits innovation — there is simply less opportunity to explore new production techniques, AI-enabled workflows or alternative creative solutions. Ultimately, involving producers early protects both the creative vision and the client’s investment, resulting in work that is more effective, efficient and impactful.
What do you think brands most often misunderstand about the role of production?
The most common misunderstanding is that production is simply the final execution stage. But in reality, production is a strategic partner that helps shape ideas into effective, achievable campaigns from the outset. It brings expertise in feasibility, technology, innovation and creative problem-solving that goes far beyond managing timelines and budgets.
The most common misunderstanding is that production is simply the final execution stage. But in reality, production is a strategic partner that helps shape ideas into effective, achievable campaigns from the outset.
Great production doesn’t limit creativity — it enables it, by finding smarter, more efficient ways to bring bold ideas to life across today’s complex media landscape. Producers understand how different platforms, formats and technologies influence content, which is increasingly critical as AI and new production technologies continue to evolve. Involving production early consistently leads to better outcomes: less rework, fewer inefficiencies and a stronger return on creative investment.
Production isn’t a cost centre — it’s a value creator that helps turn creative ambition into real business impact.
What role does AI play in the way you and your team work today, and how do you see its impact on the wider production industry?
AI has become an invaluable enabler across our production workflow — from research and concept visualisation to script refinement, storyboarding, editing support and workflow automation. It helps us move faster on repetitive and time-intensive tasks, freeing our teams to spend more time on creative thinking, problem-solving and collaboration.
The future belongs to teams that can combine the speed and scale of AI with human creativity and craftsmanship.
We see AI as a creative partner rather than a replacement. It enables faster prototyping and exploration of ideas, helping clients visualise concepts earlier and make more informed decisions. But human judgment, storytelling and emotional intelligence remain at the heart of great work — AI can generate options, but it doesn’t understand a brand’s purpose, the nuance of a story, or the cultural context that makes an idea truly resonate.
Looking ahead, AI will continue to transform production by increasing efficiency, enabling greater content personalisation and unlocking new creative possibilities. As the technology evolves, it’s equally important that the industry adopts it responsibly — with clear governance, transparency and respect for intellectual property and creative integrity. The future belongs to teams that can combine the speed and scale of AI with human creativity and craftsmanship.
AI is changing how we produce — not why we produce. Creativity, storytelling and human connection will always be at the heart of great production.
Looking back on your career, are there any projects you’re especially proud of?
There have been many memorable projects throughout my career, but one that has always stayed with me is the commercial for Malaysian hotel group YTL, which I worked on in 2009.
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The YTL film reminded me that the most memorable productions aren’t necessarily the most complex — they’re the ones where every creative and production decision works together to tell a story that people genuinely connect with. This TVC brought us to several shoot locations like Malacca, Cameron Highlands, Pangkor Laut, Eastern & Oriental Express Train, Tanjung Jara (resort on the east coast of Malaysia), and Bali, while post-production was done in Seoul, Korea.
The project challenged us to balance ambitious creative aspirations with real production constraints, requiring careful planning and problem-solving at every stage. Looking back, it’s a project I’m proud of because it demonstrated how thoughtful production can elevate a simple idea into an emotionally engaging brand story. It was produced by Applebox Asia and directed by John Park.
Looking ahead, what excites you most about where production is heading in the coming years?
What excites me most is seeing production evolve from an execution function into a strategic driver of creativity, innovation and business value. AI and emerging technologies will continue to transform workflows — enabling teams to work faster, prototype ideas more efficiently and spend more time on the creative thinking and storytelling. The future isn’t about replacing people with technology; it’s about empowering people to do their best work by removing repetitive tasks and unlocking new creative possibilities.
I’m also excited about the increasing integration of production teams — combining expertise across creative, technology, data and content to deliver connected brand experiences. As audiences demand more personalised and platform-specific content, production will play an even bigger role in building scalable, adaptable content ecosystems that perform across an increasingly complex media landscape.
And perhaps what excites me most of all is developing the next generation of producers — professionals who are not just exceptional executors, but strategic thinkers, innovators and collaborative leaders. Technology will change how we produce, but human creativity, curiosity and collaboration will always define why we produce.
Quick Hits
A production tool you can’t live without?
My team. Technology is invaluable, but great production is ultimately powered by talented people who collaborate, solve problems and bring ideas to life.
One piece of advice for someone starting a career in production?
Stay curious and never stop learning. Production is constantly evolving, so be open to new technologies, embrace challenges and remember that strong relationships and clear communication are just as important as technical skills.
A campaign or production that has stayed with you over the years? (Please share links to the work if possible.)
The first Republic of Singapore Navy (RSN) campaign “It’s Not Crazy, It’s the Navy,” the agency produced after winning the pitch in March 2020 holds a special place in my heart. I had worked on the Navy account many years earlier while at Saatchi & Saatchi alongside Paul Soon—my former boss and the former CEO of McCann Singapore—when he was the Account Director. Returning to produce this campaign felt like coming full circle, making it an especially meaningful milestone in my career.
Beyond the scale of the production, what made it truly memorable was the opportunity to tell a story with genuine purpose. The film wasn’t just about showcasing the Navy—it was about honouring the people behind the uniform, their dedication, sacrifice and commitment to protecting our nation.
As producers, we’re often focused on delivering great work, but projects like this remind us that storytelling can inspire, build pride and create an emotional connection with audiences. It reinforced my belief that production is at its best when every creative and production decision serves a meaningful story. Even years later, it remains a project I’m especially proud of because of its lasting message and impact.
The campaign continues to remind me that while technology and production techniques evolve, authentic storytelling and strong collaboration are what make a piece of work truly timeless.
