A chop shop takes something apart down to its parts, then decides what’s worth rebuilding. That’s the idea behind the Chop Shop, a new multi-disciplinary creative collective founded by industry veterans and husband – and – wife duo, Sarah Emmanuel-Cheong and Edric Cheong, both formerly from the agency UltraSuperNew.
Rather than a single-service agency, the pair have assembled a collective of specialists who move fluidly across disciplines depending on what a brand’s problem actually needs.
Chop Shop offers branding creative and consultancy, end-to-end campaign creative, social media consultancy and content production, PR consultancy, and photography and film production. The model is collaborative by design: Head of Art Joash Thum, co-founder of creative lifestyle brand Tokonoma, leads the art direction, while Nadhir Zainal of AIRISU, established leaders in event photography and videography, anchors the production arm. In PR, Chop Shop is working closely with a pool of independent consultants across specialist fields.
Since soft launching in January 2026, Chop Shop has already built a strong client portfolio including 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 combines operational and creative experience to her style of management. She’s spent her career rebuilding agency businesses from the inside out, across structure and pricing to production and people, with a constant focus on client success. Most recently as Managing Director of UltraSuperNew’s Singapore office, Sarah rebuilt the agency to deliver clients needs: faster briefing, clearer pricing, and an in-house production studio for tighter, quality control. That consistency won her long-term contracts with clients such as Infocomm Media Development Authority (IMDA), National Youth Council (NYC), Singapore Kindness Movement, and Shiseido Company.
At Chop Shop, that same instinct for finding smarter ways to work drives Sarah’s vision that the collective is built and run.
“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,” Chop Shop Co-Founder Sarah-Emmanuel Cheong 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.”
Co-Founder Edric Cheong is a creative director with deep experience across regional and global markets, known for work that is both strategic and creatively sharp. He is a hands-on leader, and has built a reputation for creative experimentation across technology and culture.
Edric’s work reflects foresight in commercial creativity, bringing high performing UX/UI design, and pioneering AI into the creative process. His portfolio of work is a versatile mix of high-level government agencies including National Environment Agency (NEA), Health Promotion Board (HPB) and Workforce Singapore (WSG) as well as global brands 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.”
About Chop Shop
Chop Shop is a multi-disciplinary creative collective founded by Edric Cheong and Sarah Emmanuel-Cheong, offering branding consultancy and creative, end-to-end creative production, social media consultancy and production, PR consultancy, and photography and videography production. The collective brings together Head of Art Joash Thum, co-founder of Tokonoma, and Airisu Co, industry leaders in event photography and videography. Since its soft launch in January 2026, Chop Shop has worked with clients including TADA, Whiteboard, ACMI, Brand New Land, and Jobstreet.
