Flame Game is the practice of Joe Chung, a creative technologist and educator based in Singapore, working at the intersection of generative AI, interactive systems, and brand communication. We build the things organisations reach for when the creative vision exists but the path to execution doesn't yet — prototyping emerging capabilities before a playbook exists, and shaping creative and production decisions before the team has a frame of reference.
With over seven years across agency, research, and academic contexts, Joe has delivered awarded commercial work for Google, Meta, Moncler, Nike, MetLife, Prudential, Toyota / Lexus. He is a graduate of the MFA Design & Technology program at Parsons School of Design (Valedictorian, GPA 4.0) and the MA Instructional Technology & Media program at Columbia University, and has taught at the National University of Singapore.
Joe works best at the early, undefined stage — where the technology is nascent, the creative brief is incomplete, and the right answer requires building to find out. He moves fluidly between technical depth and creative legibility: as comfortable fine-tuning a diffusion model or architecting an agentic system as he is presenting possibilities to a creative director or walking a client through what's actually achievable.
He brings a researcher's rigour to commercial work and a practitioner's instinct to research — and has spent years helping creative teams not just adopt new technology, but understand it well enough to make it their own.
If the creative vision exists but the path doesn't yet — that's where this starts.
