Producer Richard Moore has been responsible for some of the most thought-provoking films, powerful documentaries and successful advertising campaigns of our time. He got his start while still in high school, has spearheaded hugely profitable production companies, and has worked with award-winning directors and multi-billion dollar corporations. Through all of it, he has maintained a level of professionalism and natural talent, which have allowed him to maintain stringent standards when choosing all of his projects.
The roots of Moore’s drive and determination can be seen in the beginnings of his career, when at just 19 he personally organized the funding of a full-scale Universal Records music video production for all-girl band The Saturdays. In addition to overseeing budgeting and set building, Moore was tasked with hiring and managing more than 70 cast and crew members.
“This was my real introduction to what it to took to be a producer,” Moore said. “With managing pressure, dealing with a lot of people in different positions and different environments, while simultaneously supporting your director and helping him or her to achieve their creative vision.”
Moore served as the senior producer at Big Balls Films, the company behind the wildly popular Copa90 YouTube channel. Funded through an investment by Google, Copa90 quickly became the most successful sports YouTube channel in Europe, in no small part because of Moore’s prowess as its head of production. Geared toward the much sought-after 12-to-30 year old audience, Moore was in charge of courting advertisers for the channel, which received a hefty annual operating budget from Google.
“For Copa90, I was responsible for the launch and channel management, with an annual budget of $3 million to spend on programming,” said Moore, describing his critical role in the project.
“I, alongside the creative team at the channel, was key in pitching, selling and executing brand-integrated shows while also building our original slate of programs, which we would then sell to third party platforms.”
Among Moore’s other notable advertising productions are campaigns for clients including the financial services group HSBC and Mexican tequila giant el Jimador.
Working with the cross-platform production company Unit9, Moore produced the #ispossible campaign for HSBC, a London-based international banking and financial services company. The campaign consisted of three commercials, each of which follows a young entrepreneur who found success through the backing and guidance of HSBC.
“The campaign documents [the entrepreneurs] as they reveal the people that helped them realize their ambitions and explain how to achieve yours through inspiration and mentorship,” he said.
Also while working with Unit9, Moore produced the “Mexology” campaign for el Jimador tequila. Moore, who admits that a huge factor for him in choosing a project has to do with his impression of the director, was personally requested by the director of the “Mexology” campaign, Martin Stirling. Moore had previously worked with Stirling on the Most Shocking Second A Day campaign for the Save the Children Fund, so when Moore was contacted by Stirling for the “Mexology” campaign, he promptly accepted.
“I worked with the recent Cannes Gold Lion-winning director Martin Stirling, who specifically requested me on the project due to my background and experience in documentary-style films and as someone who has the ability to manage global clients in a very high-pressured and time-sensitive environment,” Moore said.
The campaign took an innovative approach through its examination of Mexican culture in America, which ultimately promoted el Jimador’s trademark laid-back appeal to youthful consumers, which comprise the company’s target audience.
“Mexology was a commercial campaign for el Jimador tequila about four artists who were challenged to collaborate on the creation of an event that embraced the Mexican spirit of enjoying life,” Moore said. “They were tasked with re-imagining the legendary Michigan Building, an abandoned theatre in Detroit, without a script, storyline and within 48 hours.”
As a major player in the production field, Moore’s name drew the attention of Virgin Group founder Sir Richard Branson himself. When Sir Branson’s mother Eve began a project to assist women in North Africa, Branson reached out to Moore to produce a film about the charitable endeavor on behalf of Virgin Unite.
“When we arrived at Eve’s house, she asked us within the first 10 minutes of our meeting if we wanted to help her ship a herd of cashmere goats from England to North Africa to help bring stability to women in the region through creating jobs in the textile trade, specifically in the Atlas Mountains of Morocco,” recalled Moore. “It sounded so far-fetched and bizarre that we had to do it, and two weeks later we were filming with her and her beloved goats in Africa.”
With such a wide array of projects, encompassing everything from advertising and sports media to music videos and charitable works – not to mention his extensive work as a producer for film and television – Moore has shown himself to be a leader in an incredibly competitive field, and we look forward to what he has in store for us next.