Ric grew up in a middle-class Jewish ghetto in suburban Manchester where it was taken for granted that if you were a boy, you had a Bar-Mitzvah, went to university and went into your dad\'s business. There were two ways out: become a doctor, or become a lawyer. He didn\'t fancy either of those so he decided to travel around Asia for a year, smoking as much pot as he could and ended up living in a van in Japan, working for the Yakuza. It\'s a long story.
When he got back, he landed some work experience at MTV and quite fancied directing and editing. He went on to work at the BBC, writing and editing promos for their on-air department where he quickly began to write his own ideas that were then filmed or animated and to win awards. Awards led to bigger budgets and more creative freedom and, with producers allowing him to go and direct, he slowly built a reel of TV promos that looked a lot like commercials.
He also helped out on the writing team of the first series of Da Ali G Show. He then directed a BBC sketch show called Man Stroke Woman for producer Ash Atalla (The Office) featuring Nick Frost (Sean of the Dead, Hot Fuzz) and has continued to shoot commercials.
