Women to Watch 2025: Jasmine Tay, Heckler
With a marathoner’s stamina and a documentarian’s eye, Jasmine Tay is one of the most dependable producers at her company. Known to craft campaigns that win clients, earn the gongs and keep the cameras rolling no matter the chaos.
If the average producer juggles plates, Jasmine Tay juggles flaming swords in a typhoon—and walks away with the wrap shot. Okay, slight exaggeration there. With more than a decade in film and video production, Tay’s brand of calm under pressure has become her signature. Whether she’s wrangling over 190 assets for Foodpanda in under eight weeks, filming across nine cities for Bloomberg, or mentoring the next generation of producers, she brings the same unfazed precision to every frame.
Tay cut her teeth in end-to-end production at a local house after graduating with honours from Nanyang Technological University. But it was during the Covid pandemic, while the industry hit pause, that she went back to school, earning a Master’s in Communication Management from SMU. The business insights she gained there now shape her approach to work: audience first, brand aligned, story-led.
At Heckler Singapore, she’s the studio’s most trusted producer. Tay has tackled everything from complex mixed-media spots for clients like Airtasker and Foodpanda to long-form storytelling in uncharted terrain. Her work on ‘Momentum’, Bloomberg’s six-part documentary series exploring Asia’s fast-evolving economies, was a breakthrough for the company and a masterclass in operational grit. Tay led an all-female team through typhoons, earthquakes, and cancelled flights to deliver what became one of Heckler’s most profitable campaigns of the year—while also bringing record viewership to Bloomberg Originals. No wonder, the commissioning editor summed it up: “The way you captured the essence of each episode—from India’s space industry to Seoul’s green shipping—was incredible… We’re thrilled with the result.”
Commercially, her results speak volumes. Tay’s ability to deliver under pressure and without sacrificing creativity or craft has translated into repeat business and industry recognition. The Foodpanda ‘Tastes Like a Good Deal’ campaign, executed under tight timelines over the holiday break, led directly to a second major commission from the client. Meanwhile, her Mandarin Oriental spot helped Heckler win its first Creative Circle Award for Direction, expanding the studio’s positioning from a post house to a full-service production partner.
Read more at: https://www.campaignasia.com/article/women-to-watch-2025-jasmine-tay-heckler/504172
