LUXE FILM For Michele Cabasug
A landmark filmic asset for Michele Cabasug
Referencing everything already presented at stephenengstrom.com/luxuryfilm, this exclusive luxury film for Michele Cabasug will be executed at true feature film standards, designed to elevate both the property and Michele’s brand within Singapore’s luxury market.
This will not be traditional real estate videography. It will be cinema.
As one of the category leaders within Singapore luxury real estate, Michele already carries a very strong reputation and presence in market. This film is designed to reinforce that positioning while creating genuine competitive advantage in open listing environments where distinction, attention and perceived prestige directly influence vendor and buyer interest.
To my knowledge, nobody in Singapore, and very few globally outside of Los Angeles, are creating cinematic property films at this level of visual sophistication and narrative immersion. The intention is to create a landmark piece that sparks conversation, generates sharing, and positions Michele at the forefront of luxury property marketing innovation.
Tone
Looking at both the Singapore luxury market and the unparalleled nature of Michele Cabasug’s listings, which sit at the very top end of the category, the tone of this execution should feel effortlessly luxurious, cinematic and aspirational. It should also feel human and emotionally immersive.
The intention is to capture these properties in all their glory while bringing warmth and life into the spaces through the people within them. Rather than simply presenting architecture, the film should portray a lived experience inside the home, allowing the audience to aspire not only to the property itself, but to the lifestyle surrounding it.
Concept Glimpse
After assessing the current listings, there are two initial creative directions I’m interested in exploring.
It’s important to note these concepts are early stage only and may evolve depending on the specific property, natural creative progression, or inspired deviations discovered throughout the development process.
A couple, dressed in luxury brand wear, arrive to inspect the property. The agent and the husband immediately begin a cordial negotiation, subtle tension beneath the surface as price and positioning are quietly discussed.
Meanwhile, the wife slips away into the home, completely mesmerised by the space. She moves through the property in a dreamlike state, discovering moments of beauty and luxury entirely on her own, eventually diving into the pool, fully clothed.
She suddenly reappears beside the negotiation, dripping wet, interrupting the conversation.
“We’ll take it.” At asking price.
Dip Into Luxury
Home Time
This concept opens at an elegant dinner occasion. Beautifully dressed and surrounded by luxury, the woman still feels as though something is missing.
As the camera slowly pushes toward her, she closes her eyes and begins dreaming of home.
We enter a dreamlike sequence of her moving through the Ritz Carlton Residences in casual wear, gliding effortlessly through the space, immersed in quiet moments of comfort, beauty and peace. The home feels warm, intimate and deeply aspirational.
We then cut back to the dinner.
“Can we go?” she asks her husband.
“Where?” he replies.
“Home.”
Production & Budget
For an initial landmark property piece, the investment will sit around the S$70,000 mark. This is an approximate figure only, with a full budget breakdown to be provided once the final scope and property details are confirmed.
It’s important to note this production is intended to feel and perform at the level of a S$150,000+ campaign. The director specialises in creating elite cinematic work, on par with top tier agencies and production companies, at a fraction of the usual overhead.
The budget includes:
1 x Hero Film (60 seconds)
3 x Cutdown Videos
Social formatting for both paid and organic distribution
Should Michele Cabasug wish to develop a broader brand film campaign not tied to a specific property, this would be discussed separately with its own scope and budget.
The expected production timeline is approximately 3–4 weeks inclusive of pre-production, shoot period and final delivery, with flexibility able to be navigated if required.
The director, and potentially Director of Photography, will fly from Sydney to Singapore, with an expected 4–5 day stay, and collaborate with local crew and talent. This would include a half-day property location recce and approximately 1–2 shoot days, with around 10 cast and crew onsite.
A 50% deposit will be required before pre-production, with the remaining 50% payable upon final delivery of assets.
References
Here are some wonderful examples of cinema-led property and airline pieces that feel relevant to our proposed project together.
End-to-End Delivery
Production will be executed through a high-end cinema pipeline using Arri systems, the same standard trusted across feature film and luxury commercial work. Motion and stills are captured simultaneously, creating a unified visual language that can extend seamlessly across the property campaign, Michele Cabasug’s broader brand presence, social media, website, press and future listing presentations.
The intention is to create work that rises above the saturation of traditional property content and feels enduring rather than disposable. Not simply marketing material, but a lasting brand asset that elevates both the perception of the property and the positioning of the agent behind it.
Once completed the film with premiere on Instagram, LinkedIn, Youtube and all other relevant digital channels, with the PR and share-ability sure to follow along with the option to use with paid and organic reach.
Full Funnel Look and Feel
If desired, the project can also extend into a broader luxury marketing campaign beyond the film itself.
Through my creative studio, I’m able to provide a complete visual and brand ecosystem around the property and Michele Cabasug’s positioning, including cinematic still photography, website creative, graphic design, campaign assets and copywriting across digital, editorial, press and out-of-home.
By housing everything under one creative direction, the entire presentation remains cohesive, elevated and strategically aligned across every touchpoint.
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Arri Cinematic Capture
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Digital and Social Rollout (static & motion)
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Multiple Talent
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Hero brand film and cutdowns
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Briefing/Consult
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File Formatted for digital and social platforms
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Sound Design
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Digital or Film Photography
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Editors Grade and Retouch
Creative (Director)
Steve is an advertising writer and art director with over a decade of experience across award-winning agencies (R/GA, VML, JWT) and international brands including Qantas, Hawaiian Airlines & Westpac — with work spanning TV, digital and integrated campaigns.
He is also an independent film director, with projects featured in Academy Accredited festivals and recognised with Vimeo Staff Picks.
Operating at the intersection of agency and production, Steve brings together strategic brand thinking and end-to-end cinematic execution.
If you’d like to discuss scope, a tailored filmic option for your property, or have any questions about the offering, please reach out…