Commercial art: this month's Framestore features a selection of TVC work from facilities around the region.(frame store)

Directions Motion Pictures Shanghai was commissioned to produce this TVC for the new Amoi DA6 mobile phone. The concept by Dentsu Shanghai was to show and also display the two key functions of the product.

The first is the camera function and the second is the unique 180-degree rotation capability of the product. Briefed as such by creative director Wendy Cheung and the client, director Paul Mogg wrote a treatment to build interaction between a peacock, the talent (user of the Amoi DA6) and the product.

The journey starts as the talent arrives at the town where the peacock ...