FAVOURITE MUSIC VIDEO DIRECTOR: CRAIG MOORE.

Craig Moore is my favourite music video director because I really enjoy his unique approach to different music videos. From every music video he has directed, it is very evident that his style involves a burst of action shown at various parts of the music video. It is evident from his work that he includes lots of colour, dance and action that is specific in relation to the artist, the location and also the overall meaning of the song. Craig Moore has won an MVA award for his fantastic work, and had also become one of the founders of a new production company called FAMILIA. He has worked with huge artist's such as Louis Tomlinson, Bebe Rexha, Tinie Tempah, Zara Larsson and many more. He is truly an absolutely amazing director.

In terms of editing, he likes to change the pace of editing from fast to slow, and vice versa. This is due to the quick cuts that he makes to express excitement, and also makes shots with more screen time which ultimately shows the build up to the excitement. Moore enjoys altering the shot variations, as well as the pace, rhythm and transitions.

Moore's camerawork consists of various shots, but it is evident that his most commonly used type of shot is the close up or big close up. This is because he wants the audience to capture the emotions of the artist, and really take into consideration on what the main focus / attraction is on the screen. He likes to have the performer at the centre of the shot, or at the side of the shot if they are solo for a specific amount of time. He also likes to experiment from different angles, in order to gain more perspective and viewpoint of what is being shown.

Moore's work is definitely realistic as he likes to work around his simplistic style. We can see that in his music videos, the performers are using many props whilst dancing, partying, driving, and also using their location as entertainment. He focuses on the main aspect of everything being accurate and precise, rather than having special effects or something unrealistic on screen, which could potentially harm and disturb his simple flow, added with a twist such as an instant burst of energy being shown via the performers and change in location.

All of the music videos that Moore has directed include heavy performance in them. This crosses a lot of dancing, exaggerated hand and body gestures, as well as simple walking and smiling. Props such as cars are also used to make a more lively atmosphere. We can see that the performers in every one of his directed music videos are agile, flexible and compare to the moves of a gymnast, as they perform various stunts such as backflips and quick body movements.

Moore directs music videos that have a narrative and also directs music videos that are concept based. "Girls Like" by Tinie Tempah ft Zara Larsson is narrative and concept based music video but mainly narrative as the male and female performer are talking about their own and one another situation.  The music video " Friend Within The Renegade" was a performance / concept based music video whereby there was no narrative, but just performance of young boys showing off skills with a football, dancing and being acrobatic with one another, as well as the performers constantly remaining happy whilst they showcase their talent to one another.

In terms of Mise-En-Scene, Moore wants the positioning and the framing of the performers and the artist to be central, in order to show the audience what is going on, as well as telling the audience where and what in particular they should be focussing on. Moore's work shows that in every one of his directed music videos, facial expressions and expressions are a must, so that emotions are captured as well as there being liveliness in the music video. Moore enjoys having the performers wear bright and attractive clothing, and to be specific, the male performers / artists are dressed in a stylish manner, whilst the female performers / artists are dressed in sexy outfit, revealing their curves and body parts. The hair and make up is even a modernised look, whereby the females have long silky hair, / tied up / straight and a lot of make up and the males have their usual hair as being nicely combed with a casual look. Moore likes to have an exciting location which enables, allows and gives his performers the opportunity to perform. In Girls Like, the location was primarily the friendly neighbourhood community streets, and in Shy fx ft. shingai - We Just Don't Care, the primary location was a very large, dusty, neglected and abandoned warehouse. Moore's take on lighting and colour is really amazing. In all the music videos that he has directed, they have all been highly lit, using brightening up of shots and natural lighting as well. In Tinie Tempah ft Tinashie, we can see a party like atmosphere, whereby the lighting is a mixture of red, pink and blue, due to the disco theme. However, in Tiggs Da Author Feat Lady Leshurr - Run, we see a more darker badge colours, but with many hints of natural lighting and coloured clothing and cars.
Overall, Craige Moore is well at adapting to many situations and coming up with imaginative ideas to enhance the final outcome of the music video. His main objective is to add life and energy into his music videos, and does not want them to look dull and plain.

This is Craig Moore, the music video director who lives in London,
but was born in South Africa.

These are the main music videos he has directed.
These are shown on his website at http://www.houndcontent.com/director/music-video-craig-moore

Here are some videos of the music video that Craig Moore has directed. These reflect on his style of directing, as well as the 8 music videos that are shown on his website.