We Are Social Singapore launches global creative collective

Socially led creative agency We Are Social Singapore has launched Vector, a new initiative designed to bring together global creators and innovators to produce immersive experiences and resources that advance creative work. Powered by .XYZ, the future strategy and innovation arm of We Are Social, Vector aims to offer brands access to “cutting-edge, collaborative creative solutions” in response to shifts in online behaviour.

Vector’s founding community comprises 23 creators from various disciplines and regions around the globe, including Japanese ‘human flesh’ artist and DJ Doooo; New York-based polymath artist Samar Younes; Singaporean visual artist and CGI specialist Aundraj Jude; and Berlin-based visual artist Reza Hasni. This collective operates in a multiplayer mode, delivering ‘drops’ and creative work that aims to moves culture and generate conversations.

Naiyen Wang, managing director of We Are Social Singapore, explains to Campaign, "Vector was born from a few key shifts we have been observing for some time. Firstly, the pendulum swing in online behaviour from mass reach to people opting to retreat to more niche and community-led areas of the internet. Many of these communities are coming together to connect on their shared interests and are driving the fandom culture we are seeing more of today."

She adds, "Clients are increasingly looking for ways to capture the fragmented attention of their audience with innovative campaigns that cut through the noise and drive engagement. This appetite is shifting the kinds of briefs from clients, and traditional agency models don’t always meet those requirements."

Wang describes Vector as a community-led model that integrates global creative talent and cultural thinkers, allowing for the development of innovative projects that help clients stand out in a competitive landscape. Bringing together diverse specialist skills, from 3D motion design and CGI to product design, Vector serves as a platform for brands looking to push the boundaries of innovation and explore cutting-edge creative work. The community is already collaborating with P.S. Condoms on an upcoming campaign.

To introduce their new offering, Vector has released DROP001, a zine featuring creative work, interviews, and essays from its members. This zine, available for purchase on Metalabel, offers a glimpse into the creative output of the community.

Vector's new zine DROP100
 

 

In an environment where AI and automation are becoming more prevalent, Vector's goal is to remain intentionally human-led.

Kelson Ong, general manager of We Are Social Singapore, shares the intention behind the innovation: “Right now, we are stuck in the hype cycle of AI, and it is a technology that is fundamentally changing the way we work and live our lives. There are some great examples already out there of how it is being used for creativity and productivity—and it is something that businesses everywhere are working on. This industry is still predominantly a people-led business, and when everyone is already working to build these AI solutions, where do we find a competitive advantage for creativity? In humans, of course."

"Regardless of AI or other emerging technologies coming on to the scene, humans remain integral to creativity. While a number of Vector’s creators work with AI and other technology to create their work, these are simply tools to help them realise their creative ambitions—much like drawing or painting. At the end of the day, conceptualisation still comes from a human," Ong elaborates.

The success of Vector will be measured by its ability to partner with clients, such as P.S. Condoms, who seek to create work that challenges traditional creative norms. Collaboration is central to Vector’s operations, with the community using platforms like Discord to connect and engage across different time zones, ensuring that insights and ideas are shared for each brief. Vector operates on an engagement-based model, with briefs led by We Are Social’s .XYZ arm. This approach is said to allow for agile and scalable solutions, enabling clients to access new and innovative creative work.

Ong also highlights to Campaign how Vector aims to change the way brands engage with creative talent.

He said, "When I think of freelance communities, typically a person is engaged or commissioned on solo work. Vector is a community centred on collaboration, rather than solo creativity. By bringing together creators from different corners of the globe with different skill sets and expertise, we are hoping to usher in a new way for both brands and the creators to work together to build new and immersive experiences and resources that move the needle on creativity."