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The creative industry is undergoing a transformation as artificial intelligence becomes a key part of production workflows. Technology is no longer seen as a threat to creativity but as a catalyst that raises expectations and broadens what’s possible. Across Asia Pacific, there’s been rapid growth in digital and visual effects industries—from Australia’s 40% VFX expansion to Singapore’s rise as a mixed-reality hub, and the increasing sophistication of digital craftsmanship in Thailand, Malaysia, Japan, and Korea.
At Now Comms Asia, the mission is to redefine creativity in the age of AI. The company believes that technology should amplify human imagination, not replace it. The goal is to create a space where human-led storytelling thrives alongside advanced AI tools, ensuring that every project remains rooted in emotional connection and purposeful design.
Our
kinda different
Approach
Now Comms Asia’s “kinda different” approach combines cutting-edge AI technology with traditional creative direction. Inside their AI production house, tools like Gemini, VEO, and Photoshop coexist with human vision and collaboration.
- They use AI to accelerate ideation, allowing teams to test and refine concepts faster.
- The focus remains on human-led storytelling—storyboarding, colour grading debates, and emotional pacing are still core to their process.
- Their guiding principle: use the tools, don’t be used by them.
Through this fusion of creativity and technology, Now Comms Asia has:
- Increased production efficiency—bringing daring ideas to life faster and within tighter budgets.
- Expanded creative possibilities, enabling more experimentation without compromising quality.
- Contributed to regional creative growth, aligning with Asia Pacific’s rise as a digital-production powerhouse.
- Proved that AI doesn’t diminish creativity—it enhances it, unlocking more humanity in storytelling by freeing teams to focus on what truly matters: imagination and emotion.
By Andrew McArthur-Edwards - Group CEO
