TVC director for Hong Kong and Asia-Pacific

Representation in Asia: Lucifer Circus

For a production in Asia, the first contact is Lucifer Circus, which represents Ana across the region. A director-led TVC in Hong Kong, Singapore or Shanghai usually pairs the director with a local production house for crew, casting, locations and permits; Ana directs, art directs and edits. You can also write to her directly.

TVC production in Hong Kong and Singapore: what a director adds

A production house gives you a crew and a schedule. A director gives the film its point of view: how the product is lit, how the talent moves, where the cut lands. For beauty and fashion that is most of the job, and it is what Ana brings to a TVC in Hong Kong, Singapore, Shanghai or Seoul.

• Beauty and haircare TVCs. Pantene commercials with Chiara Ferragni, Ellie Goulding and Paula Echevarría, and Rimmel, FaceGym and Burberry Beauty films.
• Fashion and luxury film. Three years in Burberry’s in-house film team, including films for its Pacific Place store in Hong Kong, and campaign films for Furla, Massimo Dutti and Office x Nike.
• AI-generated and hybrid commercials. A fully AI-generated commercial for POND’S, the Unilever skincare brand that is big across Asia, plus hybrid productions that mix a live-action hero with generated worlds and variants.
• Art direction and edit included. Set, colour, styling references and product moments are designed together, and Ana edits almost all of her own films.

One idea, many markets

Pantene’s “My Hair Story” is the pattern. One idea, one signature shot, cast and shot for each market: Chiara Ferragni for Italy, Paula Echevarría for Spain, Neslihan Atagül for Turkey, and Palina Rojinski in Germany. The same approach suits a regional campaign across Hong Kong, Taiwan, Singapore and Korea: a locked look, local talent and language, and cutdowns planned per market from the treatment onwards.

With generative production the same holds, faster: once the look is agreed, market, language, casting and shade variants are built from one source rather than reshot. See the AI commercial director page for how that runs.

For Asian brands going global

For Asian beauty and fashion brands launching in Australia or the West, Ana brings Western luxury craft — the Burberry years, Pantene TVCs made for European markets through Grey London — from a base in Sydney, in the same broad time zone as Asia. She can direct the launch film for a new market and keep it consistent with the brand’s work at home.

Working across time zones

Sydney is two to three hours ahead of Hong Kong, Shanghai and Singapore, and one to two hours ahead of Seoul and Tokyo, depending on Australian daylight saving. A working day overlaps almost entirely, so reviews happen the same day. Ana directs live-action shoots on set; look development, AI generation rounds and the edit run from Sydney on the client’s working day.

How a project runs

1. Brief. Through Lucifer Circus in Asia, or directly with Ana. The brief, the markets and the placements come first.
2. Treatment. The idea, references, casting direction and how the product will be lit, with the market versions planned in.
3. Production. For a shoot, a local production house handles crew, casting, locations and permits; for AI, Ana runs the generative pipeline herself.
4. Shoot or generate. Ana directs on set, or directs generation rounds you review on real frames.
5. Edit and versions. The master, TVC lengths, social cutdowns and market versions, cut by Ana.