23/25. An element of chaos has played an important part in some of my best advertising work and this shot, for Sony’s World Cup 2014 campaign through Iris, is a good example. We cast dozens of actors to play fans and bussed in hundreds of extras to make up the crowd for our own mini-tournament. These three lads were from one of the 5-a-side teams taking part and, when they got knocked out, we had the stylists dress them up to fill a space in the stands. They went absolutely mad when another of their mates scored a spectacular goal and this is the result. (For 25 Years of Mooneyphoto)