Richard Beer

Creative Director

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About Me

Interview with The Lovie Awards

I am a lucky son of a bitch.

It took me a long time to find that elusive segment of life's Venn diagram where "Things I love", "Things I'm good at" and "Things people will give me money for" overlap.

But here I am: telling stories and solving problems. A writer and creative director who looks forward to Monday mornings.

Feel the love at:

The National Autistic Society -
Too Much Information

A campaign to change perception of autism forever
More than 99% of people have heard of autism, but very few actually understand it. The National Autistic Society wanted to raise awareness, challenge public attitudes and change behaviour. We created “Too Much Information” a 360 multi channel campaign to do just that.

Launching with ‘Can you make it to the end?’ an emotionally powerful video which showed, through the eyes of an autistic child, what it’s like to deal with sensory overload, the film earned headlines and coverage everywhere from the Daily Mail and Unilad to Mumsnet – even meriting a mention at Prime Minister’s Question Time.

Most importantly, though, the NAS achieved 50% of their yearly sign-up target in just 10 days. The film was so well received, a cinematic cut was played across the UK in Empire and Odeon cinemas without a penny of media spend.

Partnering with The Guardian, we reached a huge audience beyond YouTube and Facebook, with the TMI Guardian hub receiving so much traffic that it earned its way onto The Guardian’s homepage, the first paid-for content hub ever to do so.

The campaign was also supported by a 360 degree autism film that was used in schools and taken on an experiential tour of the country using Samsung Gear VR headsets.

Launch film views: 56M+
Launch film shares: 1M+
Growth of Awareness of NAS: 26%
Behavioural change (NFP): 16%
Headlines: 80+ Articles, The Guardian (Front Page x2), Daily Mail, Unilad, Mumsnet
Coverage: BBC TV & Radio 6, Discussed in Prime Minister's Question Time

Save The Children -
Still The Most Shocking Second A Day

The sequel to the biggest charity viral video ever made
Two years on from the original "Most Shocking Second a Day", everything had changed for refugees in Europe. Whereas in 2014, the objective had been to get the plight of Syria's children into the headlines, now it was about pushing back against the increasingly inhumane narrative that was labelling this "swarm" of refugees as a threat to Europe.

Launched with a comprehensive PR, media and seeding strategy the film inspired headlines and studio news reports across the world, quickly accumulating in excess of 18M views across multiple platforms with an engagement rate of 4.24%. The film saw a record amount of Likes on Save The Children's Facebook page, doubled their Twitter following and increased web traffic to their main site by 62%.

In the period after release, Paypal donations to the charity increased 143% and regular donations by 62%.

Picking up a year or so after the first film left off, the sequel follows Lily as she is driven by violence from her new home in a camp for internally displaced refugees, crosses the channel in a dangerously unsafe boat and fights to survive in a hostile Europe.

Still the Most Shocking has also brought in the precious metal, so far having won:

Clio Awards x2
British Arrow Craft Awards x5
Shots Awards x3
LIA Awards x2
Epica Award
Ciclope Award
Art of Creativity Award

Greenpeace -
LEGO: Everything is NOT Awesome!

The viral video that broke up a $65M partnership
There's a common psychological tactic employed by less ethical businesses. It involves donating to good causes, sponsoring the arts and partnering with brands in good ethical standing in order to distract people from the fairly heinous stuff the business gets up to behind the scenes.

Shell is one such business, and one of its critical pieces of PR activity was a partnership with much-loved toy brand LEGO. Greenpeace asked us to create a film to spearhead a campaign to break up this partnership and shine a harsh, unforgiving light on Shell's plans to drill for oil in the fragile Arctic.

Our film of LEGO figures, set to a haunting, melancholy parody of The LEGO Movie theme tune, inspired so much public support that LEGO was forced to dump Shell as a marketing partner, ending their 50-year-long, £65m deal. Thus drowning the oil company’s marketing objectives in an irresistible tide of views, shares and press coverage.

Industry awards include a much-coveted D&AD White Pencil, a Webby, a Lovie, 2 Cannes Lions, a DADI Chairman's award and several others.


Helping reassure teens it's ok to say no
Teens are increasingly worried about online sexual abuse, with ChildLine seeing a troubling 24% rise in relevant counselling sessions in the last year alone. But it's a difficult subject to talk about online, let alone create something viral that kids will share.

So we created the #ListenToYourSelfie campaign that included two films: The Party, aimed at girls to warn them of the dangers of peer pressure, especially from older men, and The Game, aimed at boys just getting to grips with their sexuality and the dangers they can face online.

The campaign changed ChildLine’s tone of voice, allowed them speak to an older youth audience and showed teens there is place to turn to in the face of all sorts of issues (from sex, to bullying, to depression).

“The ChildLine videos are more helpful than other campaigns… they show actual situations, real people and what those situations look like.”

To accompany the hero content we created a range of tailored campaign assets that sat across digital platforms, from Facebook and YouTube to Instagram and Snapchat.

For Instagram, we created images, voice boxes, messenger style gifs and teaser videos that gave ChildLine’s Instagram following a huge boost of over 100% in just two weeks. And our Snapchat vertical video teasers and story exceeded the Snapchat swipe up rate (benchmark 5%) with a rate of 29%.

In addition, the campaign received more than 100 media hits including from The Times, The Guardian and Sky News.

Most importantly, the ChildLine website saw a 400% uplift in traffic and three times as many new visitors.

A focus group of boys and girls aged 11-14 had a hugely positive response to both videos. They found the videos easy to understand, engaging and relatable. Importantly, it would make them think twice about how they would act if faced with either situation.