New content creation studio launches in Singapore, connects artists to brands

Content creation studio The Unusual Network has launched in Singapore, connecting artists to brands and creating content that has strong social, creative and PR value. The studio is founded by Tanya Wilson and Steve Lawler, who are part of the trio responsible for Kult Studio & Gallery and Kult Kafe. Drawing from the founders’ 15-year experience of commissioning artists to create content for brands and government bodies, The Unusual Network also strategises effective channels for release of the content and delivers PR campaigns for amplification and ROI. One of the key clients is Netflix, with ongoing regional content creation work in Philippines, Thailand and Malaysia. The company has also created its own branded properties such as Gif Fest, the annual festival of creativity supported by the Nationals Arts Council, Facebook, and kids edutainment brand Eyeyah! “[The] key to success is to choose an artist that matches the style of the brand and achieving a careful balance of brand messaging and creative freedom so that the work has a magical quality to it,” said Lawler, who is a professional artist and the curator and creative director of The Unusual Network. Wilson, who helms the role of PR Director, said: “Through working with artists, the brand is able to leverage on their networks and followings and gain coverage in creative and digital art media. This approach is suited to any brand, particularly those that want to connect to a young audience or heritage brands that want to a more contemporary image.”