Odd Assembly launches “Funny Business”; to mark next chapter as a global creative company

Odd Assembly has launched “Funny Business”, its first self-initiated campaign, using the project as a clear signal of how the creative company thinks and operates as it expands globally.

While self-initiated campaigns are rare for creative companies, “Funny Business” was not conceived as self promotion or a traditional showreel. Instead, it functions as a statement of intent, articulating the company’s approach to creative problem solving at a moment of active international growth.

Structured around a simple framework that moves from uniformity to disruption and new perspective, the campaign unfolds through a series of short vignettes. Familiar systems of order and repetition are established before being interrupted in ways that are deliberate rather than chaotic.

The work reflects Odd Assembly’s belief that meaningful creativity does not come from spectacle or randomness, but from understanding structure well enough to challenge it. Difference is positioned not as rebellion for its own sake, but as a catalyst for connection, energy, and collective momentum.

Produced on a minimal, self-funded budget and shot on 16mm film, “Funny Business” reinforces the company’s focus on craft, materiality, and restraint. The project was developed as a modular system of motion vignettes, designed to function independently across platforms while remaining cohesive as a single narrative, reflecting how the company builds flexible and scalable creative in practice.

The launch coincides with Odd Assembly’s operational expansion into China, complementing its Australian base and strengthening its ability to work fluidly across markets. With teams and collaborators operating internationally, the company is focused on helping brands navigate cultural nuance and translate ideas across contexts without losing clarity or intent.

Rather than positioning itself as a local studio executing global work, Odd Assembly operates as a creative company built to identify patterns, challenge assumptions, and create new ways of seeing. “Funny Business” serves as both an introduction and an invitation, offering a clear view into how the company approaches creative thinking, collaboration, and delivery.

Brand Projects and Partnerships ash@oddassembly.co

Check out Odd Assembly www.oddassembly.co

Creative Company: Odd Assembly
EP/CD/Director: Ash Lim
Producer/PD: Bailey He
1AD: Han Cheng
DOP: Tom Black
AC: 别克 / 王恒 / 刘邦胜
LX: 郭聚山 / 景旭东 / 张路
Set Decorator: 许颖
Set Dresser: 杜明燕
Photographer: 徐前程
Stylist: Yuzhen Wang
HMU: LULU 禄庆 / Abigail 陇敏 / Yotty 彭玉婷
Colourist: Eudes Quittelier
Sound Design: Douson Yuan
GFX: Luke Portelli