Vale Craig ‘Moose’ Moore, award-winning advertising creative, who was a force of nature: Moose didn’t just embrace life, he ran at it

The Australian ad industry will be deeply saddened to hear of the passing of Craig ‘Moose’ Moore, a brilliant copywriter who worked his magic at Mojo, Saatchi & Saatchi, Clemenger and The Campaign Palace. Moose was only 56, and he lived with Dementia. He first showed symptoms over ten years ago.

Around 10 years ago, Moose was diagnosed with early-onset dementia following surgery, but clinical specialists have since confirmed Alzheimer’s dementia.

Moose was an award-winning advertising creative, and not that long ago worked with some of the biggest advertisers, globally, including Saatchi & Saatchi, Clemenger, and The Campaign Palace. He wrote clever ads and was described as a polymath. He tutored at AWARD School when it was not uncommon for graduates to stop him at the airport or in the street to express their gratitude.

Words were his gift to the world.

Outside of his legendary career, he was an ocean swimmer, an Iceberg, a board member, and a surf club “bronzie” with the mighty Bondi Surf Bathers Life Saving Club Basso patrol. He was a joiner-inner in all things in his community. Suffice it to say, Moose didn’t just embrace life, he ran at it.

Moose was also a proud dad, and a loving partner to Louise Bryant, Managing Editor, The Australian Prestige and Conde Nast Titles (pictured above with Moose).

Bryant wrote this announcement on Moose’s Facebook page this morning:

Craig Anthony “Moose” Moore 23.11.1968-18.9.2025
Big. Bold. Fearless. Iconic. One of a kind and larger than life itself.
Moose died last night surrounded by enormous love and a mountain of treasured memories. Diagnosed with Alzheimer’s, of which there is no cure, he was only 56 years old.
It’s been a privilege to be on this journey with you, Moose. Thank you for giving me the best years. Your humour, generous love and big heart gave me a lifetime of happiness. In typical fashion, you were defiant and strong, and mischievous, right to the end, until you were carried up into the clouds above.
I will miss you for eternity, but I’ll know where to find you: in the sunsets you loved, the endless oceans you swam, and the big blue sky where you’d dream big for another World Series win for your beloved Chicago Cubs.
You are forever loved, and your bright shining light will never fade.
May you rest peacefully now.
A celebration of life and memorial details to follow.
LY CM X

Read Louise’s touching feature article on Moose and the terrible condition he has been inflicted with over the last decade.

Old friend Rocky Ranallo (pictured below with Moose), who worked alongside Moose at The Palace, and visited him almost weekly over the last few years, sent in this tribute:

“The industry has lost a legend.

“A writer with real wit, a voice like no one else, and a personality that filled the room before he even entered it. My friend and longtime partner in crime, Moose Moore.

“He made every art director he worked with look good. Including me. I knew him for over 35 years and worked with him for 12 – the funniest, loosest, most creatively ridiculous years I’ve had in advertising. I learnt a lot from him. Mostly: Be bold. Be loud. Be original. And always wear thongs.

“Moose was never like the others. He was surprising. Unpredictable. Hilarious. Loud, opinionated, annoying as hell. But he was also kind. Loyal. Disarmingly generous with junior creatives. And never, ever boring.

“He wore shirts inside out, on purpose. He smashed furniture by accident. He called briefs ‘just a suggestion.’ And, he approached life like a four-legged animal at full gallop. Hence: Moose.

“We called him Mr Clumsy at The Campaign Palace. He knocked over everything: ideas, deadlines, expectations, account execs. He broke glasses, chairs, the occasional client. And, as a parting gift, he’s gone and broken my heart too.

“But beyond the creative chaos and comedy, there was Louise. His partner. His anchor. For well over a decade she cared for him – every hour, every day – with grace, grit, and unwavering love. There are no awards big enough for that kind of devotion.

“So farewell, old friend. You were one of a kind. And if heaven has a dress code, I hope they know thongs are non-negotiable.

“My condolences go out to the love of his life Lou, to Maryan, to Phoebe his daughter and to his extended family.

“Celebration of life. North Bondi Surf Lifesaving Club, Wednesday, October 1, from 11am. All welcome.”

When contacted by CB, fellow advertising creative Steve Dodds pays tribute to his old friend:

“I’m lost for words.

“Which, as those who know me know, is a first.

“I first fell in like with Moose when I joined Mojo back in the halcyonistically hedonistic early 90s. Moose and the equally cruelly-departed Dave Miley were instant kindred spirits.

“We revelled in behaviour that wouldn’t just be frownworthy today, but quite likely jailworthy. There was The Bet. The Challenge. The Trip. The Crying Game. The Freckle Hunt. Tutor Ticks. The Clown Fish. And many other Capital Capers.

“Moose had both great talent and great ambition and moved on to betterish things at Saatchi, BDDP Paris, London and of course the Palace. But our romps survived agency separation.

“We continued to do stupid Superbowl trips (when he turned up), stupid award trips (when he turned up) and stupid lunches (when he turned up). He wasn’t the best friend you could have, but he was my best friend. Culminating in being equally crap best men at our first weddings.

“Then the big asshole in the sky got involved and zapped Moose. Presumably for enjoying life too much.

“‘Moose’ died under a botched anaesthetic a decade ago. But Craig Moore fought on.

“Watching his decline was awful, and then for me impossible. What happened to his once fertile mind is the greatest fear of all creative folk. Seeing it in real time was terrifying.

“Fortunately, in Rocky and his partner Louise, Craig had two saints to help him through too little thin and too much thick.

“Moose, my Moose, was a force of nature. And like all forces of nature that is a two-edged sword.

“To say he’ll be sorely missed is an understatement of epic scale.”

TVC director and close friend Tony Sherwood sent us this recollection of times gone by: “The one thing Moose loved almost as much as advertising was Big Game Fishing. In 1996 he got me to come along to Lizard Island. Moose and I and Roddy Martin and Street Remley made up the crew.

“For the next 13 years consecutively we fished the ribbon reefs around Lizard Island. Personnel changed but it was always five days of mayhem, black drinks, and bloody big fish. Very fond memories of those times and it will be a much sadder place without him…..RIP Old Mate.”

This message received from Jon Iles, his former creative partner at Saatchi & Saatchi Sydney, now back in the UK:

“I’ve known about Craig’s condition for a long time, but can’t really believe the end is sight.

“Moose was a real friend for all of my time in Australia and after that.

“How to describe a real one off: clever, funny, kind, a man who lit up the room with his personality.

“There will never be another.

“May he be at peace, God bless him.”

A Toyota ad written by Moose and art directed by Jon Iles at Saatchi & Saatchi Sydney in 1993. Moose chose it as a favourite ad for his inclusion in The Campaign Brief Millennial Book, published in 2000.