During his final year of university he chose to develope a car dealer stock management system while his classmates were doing branding exercises and creating children's books.
He also believes commercial projects provide the perfect platform for story telling.
"Commercials are the perfect medium. You have to tell a story in 15 seconds - that's the challenge, and I love that."
He said everyone with a mobile phone can make a video, but creating a truly great video comes down to two things.
"It's all about quality, and quality has two aspects. Number one is the technical elements - is it in focus, is the exposure right, etc. Number two is the design aspect, and people underestimate this element. When the editing becomes invisible, that's what makes the difference," he said.
Borden's dream is to have one of his commercials shown at the Super Bowl, the most-viewed event on the planet.
"If you make it in you've made it, and I believe I can. If you get an advertisement on during the Super Bowl you can start a trend. You have 15 seconds and each second costs millions of dollars. How do you choose those seconds?" he said.
Borden finished his degree in 2005, and after working in China and Australia, he settled in Hamilton in 2008. The set up didn't come cheap, and cost around $400,000.
But he said with faster internet and more companies moving online, websites are becoming a requirement.
"I can see the opportunity to create a supportive service for the whole industry. Increasingly people demand video. If a photo speaks 1000 words video can say so much more."
He said as companies recognise the need for a website, he was ready to create the content, be it video, photography, or animation.
Hamilton isn't without its competition, but Borden said he had never lost a client he really wanted, and had even set up a crew in Auckland as a response to the requests he received.
The project Borden is proudest of to date was developing a number of warning videos about sand bar crossings.
"If boaties don't know what they are doing they can quickly get into trouble, so we made some instructional videos. It took 18 months to complete and was really challenging because we were working with nature and the tides. You have to time it right," he said.