VIRTUE Asia strengthens entertainment-led creative with Will Beale as Creative Director

VIRTUE Asia has appointed Will Beale as creative director, strengthening the agency’s capability to help brands move beyond traditional campaigns into entertainment-led ideas that resonate within culture. Beale joins from VaynerMedia, following the recent launch of V47 Entertainment, VIRTUE Asia’s branded entertainment studio created in partnership with Goldfinch International.

Beale brings more than 12 years’ experience delivering integrated creative work across Asia Pacific, with a career spanning advertising, music and live performance. Alongside leading work for some of the world’s most recognisable brands, he is also a poet and singer-songwriter who has performed at the Sydney Opera House, giving him a deep understanding of storytelling, audience connection and entertainment as a cultural force.

His background sits at the intersection of brand creativity and entertainment, enabling him to help clients develop ideas that can live as cultural properties – from content and experiences through to longer-form production formats.

At VIRTUE Asia, Beale will lead creative across the agency’s luxury and hospitality portfolios, while also working with teams to explore new opportunities for brands to show up meaningfully within entertainment ecosystems and creator-led platforms.

During more than five years at VaynerMedia, Beale served as creative director, leading work for major APAC clients including Disney Studios’ brands such as Marvel, Pixar and 20th Century Studios, as well as Prudential, Subway and SK-II. He also played a key role in driving new business wins in Australia for brands including Twisties, Optus and Carlton United Breweries.

In addition to working with global brands such as Coca-Cola, Johnnie Walker, Under Armour, PUMA and Spotify, he has developed branded entertainment properties, including a series for Martell NCF focussing on Asia’s drag culture and heavy metal scene. He has also earned recognition at Cannes Lions, Spikes Asia, Effies and the London International Awards.

Huiwen Tow, head of strategy, VIRTUE Asia, said: “Will understands how ideas need to work as experiences people actively choose to engage with,” she said. “His grounding in entertainment, combined with his creative leadership across Asia, makes him uniquely placed to help our clients create work that has cultural weight and longevity.”

Beale added: “Culture moves fastest through entertainment, whether that’s music, film, gaming or new creator formats. The future belongs to ideas people choose to spend time with, not skip past, and that’s exactly what VIRTUE Asia is building. An infrastructure designed to push branded creativity into its next chapter.”