Last month, acclaimed filmmaker, director, and photographer Gabriel Moses took the stage at the V&A East Museum for a special installment of A Life in the Work of Others. The ongoing cultural series invites prominent artists to pull back the curtain on their creative processes, detailing the people, places, and pivotal experiences that have shaped their visual identities. During an engaging evening that drew crowds of admirers, creatives, and industry peers, Moses shared deep reflections on his rapid ascent through the worlds of fashion, sports, and commercial film.
Known for his striking visual style, rich cultural storytelling, and high-profile collaborations with major brands and artists like Nike, Skepta, and Off-White, Moses offered a candid look at his artistic foundations. Rather than pointing exclusively to formal art schools or traditional cinematic masters, the South London-raised creator credited a deeply personal mix of family memory, community role models, grassroots sports culture, and the everyday creativity of ordinary people.
Family, Memory, and the Art of Colour
For Moses, the genesis of his creative career is inextricably linked to the women in his household. Growing up, creative references and visual inspiration were woven into the domestic fabric of his everyday life. Because the household television was located in his sister’s bedroom, Moses spent countless hours playing video games in a space plastered with torn-out pages from high-fashion publications like Vogue and Dazed. His sister was studying fashion at the time, unknowingly surrounding the young Moses with avant-garde styling, striking editorial layouts, and high-end visual culture.
His mother was similarly immersed in art, fashion, and photography, instilling an early appreciation for bold aesthetic choices. Moses recalled that his mother maintained an enthusiastic hobby for flower arranging, which fostered in her a profound, instinctive understanding of color. She was never afraid to make outrageous, unconventional decisions when pairing hues, a fearless approach to palette that Moses still heavily relies on today when constructing his own photographic frames and cinematic compositions.
Photography and documentation were constant practices within the family home. Moses grew up surrounded by physical photo books chronicling his grandmother and grandfather in Nigeria, his mother’s early life growing up there, and his older siblings during their childhoods. Having a rich archive of familial history to look through fostered an early, deep-seated love for the medium.
Crucially, this environment was backed by unwavering maternal support. Moses’s mother immigrated to the United Kingdom when she was just 18 years old, exposing her to London’s dynamic multicultural landscape and a wide spectrum of people carving out their own paths. That broad perspective bred a boundless philosophy regarding ambition. Moses noted that if he were to announce an intention to pursue something ordinary, such as becoming a postman, his mother’s response would simply be to urge him to become the greatest postman in the world.
This philosophy was put to the test when Moses made the monumental decision to drop out of university following his very first commercial film project with Nike. The period immediately afterward was quiet, stretching across five months of uncertainty. Yet, understanding her son’s determination and fierce competitive drive, his mother simply gave him the space to work and develop his craft without unnecessary pressure. Reflecting on this dynamic, Moses advises young creatives facing different domestic setups to communicate openly, noting that clear explanations—even if they require a formal PowerPoint presentation to bridge the generational understanding gap—are essential for gaining the trust and backing of loved ones.
South London Roots and Local Legends
Growing up in South London provided Moses with a unique cultural incubator, one populated by high-achieving figures in sport and entertainment who proved that extraordinary success was attainable. The environment was filled with visible proof that local youth could reach the absolute pinnacle of their fields. For instance, seeing Premier League stars like Rio Ferdinand and his brother frequently at the local petrol station served as a tangible reminder that world-class athletes emerged from the very same streets.
Even more influential on a community level was Andy Ansah, a South London local who transitioned from a professional football career into choreographing high-profile commercial advertisements. Ansah was viewed as a genuine neighborhood celebrity, having worked directly alongside legendary football icons such as Ronaldinho and Ronaldo. Beyond his commercial success, Ansah played a vital role in nurturing local talent by casting neighborhood kids as extras in his productions. Moses participated in some of these background roles as a child and later completed work experience with him. Witnessing someone translate a lifelong passion for football into a trailblazing creative career left an indelible mark on Moses, demonstrating early on that non-traditional routes could yield extraordinary results.
The Leap into Filmmaking and the Nike Breakthrough
Despite his early exposure to media production, Moses did not initially envision a career as a professional photographer or fine artist. Like many young people in his community, his primary aspiration was to become a professional footballer. However, during his first year at university, his mother shared news of her illness. Driven by a profound desire to make her proud—even while acknowledging her unconditional support—Moses took a pragmatic inventory of his potential talents and decided to explore alternative paths where he might excel.
Drawing inspiration from the iconic, high-energy Joga Bonito (“play beautifully”) commercials produced by Nike during his childhood, Moses decided to channel his passion for football into video production. Lacking formal credentials or industry connections, he took a bold initiative, reaching out directly to professional footballer Fikayo Tomori. At the time, Tomori was a Chelsea player originally from Woolwich who later moved to AC Milan. Tomori agreed to collaborate, and the two spent six hours producing a short documentary-style video detailing the athlete’s personal background and journey.
Moses edited the project and published it independently on YouTube. The experience of setting a goal, executing it, and releasing it into the public domain provided an unforgettable rush. Although he describes the final product as a terrible film in hindsight, capturing even modest viewership felt like a monumental achievement. Encouraged by this initial momentum, he repeated the process with Premier League defender Joe Gomez, who grew up in Catford. Recognizing Moses’s drive and youthful ambition, Gomez even helped finance one of Moses’s early independent films when the director was only 18 years old.
The underground success of these grassroots projects soon caught the attention of corporate heavyweights. Nike reached out shortly after Moses published his second video, commissioning him to direct a series of commercials celebrating the launch of their new Tiempo football boots. Directing a major global campaign at just 18 years old required a distinct performance of maturity. Moses adopted a confident, highly professional demeanor during pitch meetings and client discussions, pushing hard for his creative vision. Because he was essentially directing his exact demographic—knowing precisely what he and his friends wanted to see on screen—he crafted advertisements that felt culturally authentic.
Operating within this space reinforced a core philosophy derived from his sporting background: the absolute necessity of delivering exceptional quality. Just as performance in professional football cannot be faked, Moses approached the creative industries with a strict, black-and-white standard. He understood that consistently producing compelling, high-calibre work was the only reliable catalyst for long-term professional advancement.
Mentorship, Virgil Abloh, and the Fashion World
As his reputation in visual media began to expand, Moses crossed paths with established photographer Fabien Montique, who introduced him to the inner circle of the late visionary designer Virgil Abloh at the Off-White studio. Although Moses was initially unfamiliar with the broader scope of Abloh’s luxury empire, he was well aware of his groundbreaking sneaker designs for Nike.
Rather than imposing rigid structures, Abloh’s studio offered Moses a liberating environment simply to exist, learn, and create. At just 19 years old, armed with a camera, Moses found himself documenting backstage fittings, shooting major fashion presentations, and photographing global icons like Bella Hadid. He noted that no miracles were performed on his behalf; rather, he was given the space to grow organically within a world-class professional ecosystem.
His entry into high fashion bypassed traditional academic institutions like Central Saint Martins, instead occurring alongside another Black creative who was boldly reshaping the industry. Abloh’s defining characteristic, which left a lasting impression on Moses, was his remarkable humility and accessibility. Abloh maintained an open line of communication, frequently replying to messages the very same day with encouraging words accompanied by an optimistic rocket emoji.
Those small gestures of validation acted as powerful psychological fuel for the young creator, instilling a profound sense of limitless possibility. Returning to London with validation from one of the most influential figures in modern design, Moses felt invincible. Witnessing Abloh achieve unprecedented global success while maintaining absolute approachability cemented the belief that creative boundaries are meant to be broken.
Everyday People as the Ultimate Muse
Throughout his burgeoning career, Moses has remained steadfastly anchored by his greatest source of inspiration: everyday people and their spontaneous, grassroots creativity. Whether observing young creators producing viral skits on their phones or witnessing authentic subcultural expressions online, Moses finds immense energy in the phenomenon of ordinary individuals transforming themselves into cultural superstars.
This ethos remains the central theme of his artistic output. When commissioned for major commercial campaigns by multinational brands, Moses consistently advocates for the inclusion of authentic, unpolished casting choices. He views his role as a bridge between corporate entities and real cultural representation, frequently pushing brands to take creative risks they might otherwise find uncomfortable.
Reflecting on his early days with artist representation, Moses recalled frequently turning down lucrative opportunities that conflicted with his artistic integrity. He preferred to negotiate smaller budgets in exchange for absolute creative control, prioritizing authentic execution over billboard placement. By normalizing bold creative choices, he hopes to pave the way for a new generation of artists who pursue visual storytelling simply because it is an authentic reflection of who they are.
Offering final words of advice to young creatives attending the V&A East Museum talk, Moses emphasized the foundational importance of authenticity. By staying true to one’s genuine influences, the research process—ranging from book selection to musical exploration—becomes intuitive, helping creatives train their minds to recognize their own aesthetic preferences. Above all, Moses urged aspiring artists to document their ideas persistently, reminding the audience that a creator’s concepts represent their most valuable currency.