UltraSuperNew vets launch creative collective Chop Shop

Former UltraSuperNew executives Sarah Emmanuel-Cheong and Edric Cheong have launched Chop Shop, a Singapore-based multidisciplinary creative collective that brings together specialists across creative, production, social, PR and photography.

The husband-and-wife duo soft launched the collective in January 2026, with its client roster already including ride-hailing app TADA, interior design studio Whiteboard, non-profit ACMI, luxury property developer Brand New Land Group and online employment marketplace Jobstreet.

Rather than operating as a traditional single-service agency, Chop Shop brings in specialists depending on a client's needs. Its offering spans branding and creative consultancy, end-to-end campaign creative, social media consultancy and content production, PR consultancy, as well as photography and film production.

Don't miss: Ogilvy and Ampverse veterans launch sports and creative agency GALO

Emmanuel-Cheong was most recently managing director of UltraSuperNew's Singapore office, bringing both operational and creative experience to the new venture. During her time at the agency, she worked across areas including agency operations, pricing and production, while establishing an in-house production studio.

She first joined UltraSuperNew in 2018 as an account director before rising to managing director, a role she held from 2023 to 2025. Prior to joining the agency, she held roles at TBWA\Worldwide and Tribal Worldwide.

Meanwhile, Edric Cheong, who takes on the role of co-founder and creative director, was previously associate creative director at UltraSuperNew. His agency experience also includes stints at Tribal Worldwide, Cheil Worldwide, Hogarth Singapore and DDB.

Throughout his career, Cheong has worked across regional and global markets, with experience spanning UX/UI design, technology, culture and AI. His portfolio includes work for government agencies such as the National Environment Agency, Health Promotion Board and Workforce Singapore, as well as brands including Heineken, Sunsilk and OPPO.

The collective's creative team includes head of art Joash Thum, co-founder of creative lifestyle brand Tokonoma, while production is led by Nadhir Zainal of event photography and videography company AIRISU. Its PR work is supported by a network of independent consultants across specialist areas.

According to Emmanuel-Cheong, the decision to launch Chop Shop comes as the agency landscape evolves, rather than contracts.

"With the way the industry has been looking, some would think it’s a crazy idea to start an agency. But we aren’t afraid of crazy. We don't think the industry is failing. We think it's moulting," she said. 

"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," added Emmanuel-Cheong. 

In addition, Cheong said the collective's approach is centered on adapting its creative process to the problem at hand.

"It's all a mash-up/ Culture, ideas, fashion, tech, products. One influences another, so we don't believe there's one way to solve a problem," he explained. 

"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," added Cheong. 

The launch comes as agencies and brands increasingly experiment with more flexible models of working, including specialist collectives and independent talent networks, rather than relying solely on traditional agency structures.

Chop Shop joins a growing crop of Singapore-based independent agencies founded by senior industry talent. In August, former Ogilvy Singapore ECD Robert Gaxiola and former Ampverse senior leader Fernando Loureiro launched GALO, a senior-led agency spanning creative, sports, events and AI-enabled video production.

Similarly, in 2025, VJ Anand, former ECD of Vaynermedia EMEA launched ballsy, an independent brand consultancy based in Singapore. 

Related articles:   
Ex-Publicis ECD and ex-Germs CEO launch new Sweatshop agency  
Former VaynerMedia creatives set up creative shop 'Friend'  
Publicis Groupe ANZ launches Le Truc creative collective