CCB Magazine

Advertising meets humanity: How can this work? moreHuman aims at opening up advertising and commercial projects to more interesting and diverse characters. We present moreHuman in our new ccb magazine series 'Player of the week' (Part 2). 

CCB Magazine: Paul, who are you and what do you do?

Paul Green: moreHuman Agency was founded 2014 by me, Paul Green, an Australian photographer. It is a “model” agency of unique, interesting and unusual people and talents. We supply and find all types of people for creative commercial projects including TV and print advertising, films, and TV.

CCB Magazine: How did you get into this?

Paul Green: I started photographing live Burlesque shows in Berlin in 2010. By 2012 I had gained the trust of a large network of performers and began to photograph portraits using a mini studio I would set up in the smoky backroom of my favorite burlesque club. After gathering a large number of portraits of fun and unusual people, the idea was suggested of using my photos and connections to start a model agency of unique people. After a first attempt to create an agency with partners failed to reach the expectations of my vision, I separated from my partners and started an agency based on trust, honesty and respect. The result was moreHuman. 

We hope to show that society is made up of many different people who may look or behave differently

CCB Magazine: What would you like to achieve, or how would you like to make a difference with your idea of moreHuman?

Paul Green: moreHuman aims to bring more interesting and diverse characters into advertising and commercial projects in Germany, and throughout Europe. By this we hope to show that society is made up of many different people who may look or behave differently, but ultimately are the same as everyone else. And moreHuman is a trusted company, people understand that it is respectful of all its members and that we act in their best interests at all times. We photograph them professionally and with the intention of showing them in their best possible way. We also work very hard to place people into advertising so that they may earn money they normally would never have earned. Most of our people are artists of one type or another, and the money they gain from these advertising placements is most often put into developing their own artistic projects and talents. 

Foto © moreHuman.

CCB Magazine: You live and work in Berlin: What does that mean to you?

Paul Green: I am from Melbourne, Australia, but moreHuman is 100% created in Berlin, and like this fantastic crazy city, it is filled with a large mixture of different people. No matter how they present themselves to the world, their nationality, gender identity, sexuality, or fashion choices, everyone is welcome and treated with respect.

CCB Magazine: If you had a free wish: How would you like Berlin to develop in the future?

Paul Green: Gentrification is an unavoidable part of any “cool” city, and with gentrification comes the death of what makes a city unique in the first place. So the wish would be that artistic and creative projects that started in the free and open Berlin be developed and protected so that gentrification does not destroy them, and the essence of this amazing artistic city will be preserved.        

Gentrification is an unavoidable part of any “cool” city

CCB Magazine: What do you plan for your future?

Paul Green: We plan to expand moreHuman further throughout Europe and to add new branches to the business that will help develop and promote talented people working in creative fields.

CCB Magazine: Paul, thank you. 

moreHuman ​on Creative City Berlin