Nadeem Crowe is an NHS doctor on the frontline tackling the deadly coronavirus. Nadeem who has spent ten years as a trained medical doctor, is also a West End actor and the perfumer for Rook Perfumes. 
No one could have expected coronavirus, nor could anyone expect the impact it would have on businesses worldwide. The creative industry is struggling, with projects put on hold and freelance designers, artists and creatives scampering for remaining work. The government support for the self employed has been a slow-burn leaving artists in a creative limbo with financial uncertainty. 

Nadeem is in an unusual position with an insight in to both the medical and creative worlds: 

"I feel lucky to be a doctor in a time where people are isolated and struggling financially. I have a job and wonderful colleagues around me. Even if I do feel exposed, I realise I am in a very fortunate position as I watch friends I have shared the West End stage with lose their jobs and struggle to support themselves and their families. I had hoped to support them by donating a proportion of money made from perfume sales, but this is not a time to buy luxury items. People are queuing outside supermarkets for basics. This has become a time to focus on survival not luxury. 

After a long discussion with Rankin, who as a creative can relate to this situation as much as anyone, it was clear that what we could do was use this time of conflict to create a piece of art. A social statement."
Nadeem is starting an online movement, a conversation to get these creatives talking. People have stories to share and Nadeem is asking them to do so. With the help of the British photographer Rankin they are creating Rook Moments. Both Rankin and Nadeem have first-hand experience with the effects of the virus on both the business side and the creative. Rook Moments is call to fellow creatives! They want to hear from people who know, understand and are too muddling through the chaos.
Rankin and Nadeem are building a community of artists who too, have a story to tell about the experience of being stuck at home, away from work. And in this time of uncertainty- these conversations will help build a sense of comradery in a world fighting corona and the creative.
Its coronavirus v the creatives right now and Crowe and Rankin want to hear your story. Rook Moments was born over a google hangout. It seems that March is the month of Zooms, hangouts and online meetings. But it is here where perfume found its relevance in the current climate. Beyond a smell, or fragrant undertone- a perfume has the power to take you back to a moment, or better still create a moment.  

And now Nadeem and Rankin are asking you take a moment to create a video. They are asking fellow creatives and people of the community to discuss who they are, what they are missing out on and the limitations corona is putting on their creativity and in some cases livelihood. From actors, to photographers, designers, and directors- these are stories that need to be heard.



1. Made a video (maximum length 2 minutes) and start by introducing yourself and your role in the creative world.
2. Hold up a sign that says MY ROOK MOMENT at the beginning. You might even like to say "This is my Rook Moment."
3. Show us you talent or skill. Sing, dance, recite a monologue, play an instrument - do whatever drives you creatively.
4. Also use the time to tell us what you would normally be doing if you weren't in lock-down. Would you be on stage? Auditioning? Gigging? How have you adapted and what are the challenges?
5. Upload your video to via WETRANSFER

A note from Rankin about getting the best out of your self-tape 

If you’re at home self-isolating and struggling to self-tape here are 10 easy steps to follow to ensure you’re videos are of the highest quality
  1. Distance. Have the camera approx. 1 meter away from you for a headshot. Or 2 1/2 meters away from you for full length.
  2. Balance. If you don’t have a tripod for your phone never fear, just try and balance your phone. You can use book ends or other items to keep it upright.
  3. Background. Use a plain white wall (or similar light coloured background). With no photos, textures or other objects in the background. Keep it nice and clean.
  4. Camera Angle: Keep the camera straight on to your face. Please no extreme angles up or down. Try and have the lens in the middle of your chin.
  5. Lighting. Use a single light source. Ideally a soft light source placed above the camera. If you’re shooting during the day try and face the natural light. Ensure you’re not backlit.
  6. Eyeline. Look into the lens, not at yourself!
  7. Performance. If you want to take the self-loathing out of the process turn the phone around and use the back side of the camera so you can’t see yourself. Plus it’s a better lens.
  8. Performance Part II. Look through the lens and try and connect with 1 person. Imagine you’re singing or performing to them for a more genuine experience.
  9. Post Production. Leave it to us (the professionals). So don’t add any filters or profiles to your footage.
  10. Styling: Try and wear monochrome colours and avoid patterns. Avoid any specific logos or branding. Keep it plain and simple.
Here’s a bonus one: shoot landscape not portrait (unless you’re shooting full length) with space left, right and top so we can crop in if needed.