Grand brand: with advertisers more open to the idea of shooting in high definition, directors can now offer higher quality results without busting their budgets. Asia Image examines one such recent production.(tvc production)

Director Clayton Lai from production house Define Imagination was not at all fazed by the brief he received from client Centrepoint Properties who commissioned him to shoot a TVC for the July launch of its newest condominium, Ris Grandeur.

The storyboard was straightforward--the concept was to show the memories of a particular family, played by local stars Huang Shinan and Pan Lingling, living at Ris Grandeur as they thumb through a homemade scrapbook which holds snapshots and mementos of their home and life.

Lai says, "The TVC begins with the two stars as they begin to ...