CAMPAIGN CRAFT: PORTFOLIO; John Moore

One of the ads on John Moore’s showreel shows a well-muscled young man etching the words ‘I love you’ on his upper torso with a hunting knife. After he finishes this self-mutilation, the object of his affections walks over and splashes some aftershave over his slashed body. The ad, for Paco Rabanne, would not be deemed suitable for British cinema screens, let alone TV, but the spot was shown on TV in France. ‘I don’t see how it can be deemed controversial,’ Moore insists.

One of the ads on John Moore’s showreel shows a well-muscled young man

etching the words ‘I love you’ on his upper torso with a hunting knife.

After he finishes this self-mutilation, the object of his affections

walks over and splashes some aftershave over his slashed body. The ad,

for Paco Rabanne, would not be deemed suitable for British cinema

screens, let alone TV, but the spot was shown on TV in France. ‘I don’t

see how it can be deemed controversial,’ Moore insists.



Since graduating from the film and television course at the Dublin

Institute of Technology, 26-year-old Moore has concentrated more on

directing short films than ads, but the commercials that he has created

so far indicate a definitive tone. His latest work is a Commission for

Racial Equality film through Saatchi and Saatchi, shot in subdued

lighting. ‘I didn’t feel too strongly about the subject, but once I met

the creative team, I had to do the film. It was rare to find people in

the industry with such a strong belief in what they were doing.’



After college Moore trained with Sky, working as a news cameraman, and

gaining experience in lighting. His first feature film, Jack’s Bicycle,

won Best Irish Short Film at the Cork International Film Festival, and

was screened on BBC TV. Another of his short films, He Shoots, he

Scores, due for a screening on Channel 4, scooped prizes at festivals in

Galway, Berlin, Chicago and Ludwigsburg.



Recently signed up by Helen Langridge Associates, Moore is shortlisted

in the best new director category at the British Television Advertising

Craft Awards, the results of which are announced on 19 October. Other

credits include films for Aer Lingus, some spots for the Irish National

Lottery and corporate Shell work. At the moment he is shooting a Toyota

corporate campaign, and is also working on a feature film. His heart is

firmly set on directing, but he wants to concentrate more on films than

ads. ‘What I like most about my work is the huge amount of money I get

paid,’ he laughs. ‘Although I enjoy ads, I’d much rather use them to

fall back on.’



Topics