From the release:

Heckler Singapore is pleased to announce the promotion of Jasmine Tay to Executive Producer, recognizing over a decade of contributions spanning production and post-production.

The move reflects both Tay’s breadth of experience across the full production pipeline and the trust the studio has placed in her to help shape its future direction.

Tay’s path to Executive Producer has been anything but linear. She began her career as a production assistant before moving through casting, wardrobe, and technical roles, eventually returning to producing across both live action and post-production. That range now informs how she approaches the EP role.

“Having tried a bit of everything, I’m ready for a role that’s more strategic, to think about which relationships and markets we grow into, not just delivering the work in front of me,” Tay said of the new position.

Her connection to storytelling took root early. At fifteen, she borrowed her grandfather’s MiniDV camcorder to direct classmates in a short film for a school competition. The story itself, she admits, didn’t quite make sense, but the experience of cutting the footage together and watching it come alive was formative. That spark set her on a course toward a career in production.

That early spark has since been matched by a hard-won steadiness under pressure. On “Momentum” for Bloomberg, Tay’s team navigated typhoons, earthquakes, and cancelled flights, adapting in real time to keep production on schedule. She credits the outcome to a team that stayed united rather than assigning blame when things went wrong, and to a shared understanding of what was at stake for the interviewees who had committed their time. That composure, she notes, was built rather than innate, early in her career, panic showed on her face easily, until she recognized how quickly it could spread through a team. Now, when something goes wrong on set, her instinct is to pause, collect herself, and focus on what can actually be done.

“At heart I reckon Jasmine is a super passionate filmmaker, who loves bringing creative visions to life. You may not even notice that at first, because she’s also a calm, practical, organised, no-nonsense sort of person. I think that combination of being a safe pair of hands, along with vision and passion, means she embodies the best of the Heckler spirit,” said Cody Amos, Creative Director at Heckler Singapore.

Tay also played a central role in Heckler’s first Creative Circle Award for Direction, earned for a campaign with Mandarin Oriental directed by Kyra Bartley, named Shots Director of the Year for Asia Pacific. Tay points to Bartley’s distinctive, unhurried visual language as what set the project apart, and describes her own role as bringing that vision to life as faithfully as possible alongside a strong art department and DOP.

In her new role, Tay plans to build on a studio culture she describes as already strong, one where artists care deeply about craft while keeping a healthy sense of balance. Her focus going forward will be on being more deliberate about the collaborators and markets Heckler Singapore pursues, seeking out partners who push the work further rather than taking on whatever comes along.

Tay is also a vocal advocate for women in production and post-production. Reflecting on her own early struggles with assertiveness, and the double bind many women face, dismissed as “difficult” for speaking up, or overlooked for staying quiet, she credits mentors who encouraged her to stand her ground. Her advice to women coming up in the industry: start practicing that voice earlier than she did, and don’t let the fear of being labeled difficult hold you back.

Looking ahead, Tay says “Projects wise, I’m always excited by things I haven’t done before, say something technically challenging where we get to problem-solve/troubleshoot and improve as we go, and celebrate when it comes together. I especially love projects that blend production and post because I get to draw on both sides of my background (live action and post). Stories wise, I’m drawn to themes of regrets and what-ifs. I mean, through films you get to explore paths you didn’t take and live through a kind of second chance you don’t get in real life. That’s the kind of story that holds my attention.”