Behind the scenes: this month, Asia Image finds out the creative approach and production details of four very different TVCs produced by facilities around the region.(frame store)

The objective was to create a strong branding for Epson printers in China with the introduction of a new slogan "Power On! Creativity" for both print and TV campaigns.

Shanghai-based Simple Film Productions was commissioned by Hakuhudo Shanghai to produce one 30-second and three 15-second spots for the new campaign with LA-based German director Basil Schlegel. Interestingly, the concept for the TVCs was derived from the print campaign for greater China. A lot of effort was made to ensure the TV commercials would work in tandem with the existing print campaign--a daunting ...

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