Visual storytelling is all the rage now – but as Neal Moore, the head of content and business development at production company Beach House Pictures, reminded the attendees of a Singapore event recently, Southeast Asia is where it really began.

“We are in the region where it all began – the earliest cave painting was found in Indonesia around 40,000 years ago. We are pioneers of storytelling around the world,” Moore said.

Even then, companies in Asia that view brand storytelling as being synonymous with advertising, or as promotional videos, are doing it all wrong.

Moore said there is no “visible or obvious difference” in Beach House’s approach to making content for television or for brands. While content can be either factual or scripted, many brands tend to be especially wary of the scripted variety.

There are exceptions. Two years ago, Singapore-headquartered DBS Bank created a fictional mini-series to challenge conventional thinking about bankers – a move Moore dubbed “incredibly bold” and “fabulous innovation we’re seeing out of the region”.