Tim Moore builds virtual production stage

Tim Moore and his business partner Jon Davila founded Diamond View Studios in a small office near Florida and Fletcher avenues in Tampa. The company began with a table, a computer, and a camera. Their early growth relied on affordable digital equipment like the Canon EOS 5D Mark II, which allowed small teams to compete with established studios for high-end commercial work. They eventually secured contracts with the Atlanta Braves and major universities.

The pandemic in March 2020 halted Moore’s traditional production schedule. With offices closed and only four months of operating capital remaining, he needed a new revenue stream. Moore rented vacant space at Tampa’s University Mall. He assigned his crew to build an LED stage from scratch using modules, cabinets, and power supplies. The project consumed the company’s remaining runway. Moore told staff that the system had to function within one month.

The new facility attracted a test case from Mercedes-Benz. The automaker needed to shoot an advertisement for the S-Class sedan featuring locations across five continents. Travel restrictions prevented the crew from filming on location. Moore’s team transported the prototype car to Tampa. They placed it before the LED wall to create realistic reflections on the vehicle's body and windows. Executives in Germany watched the shoot remotely via Zoom.

The Mercedes executives observed the car appearing to travel through various landscapes. Moore recalled them reacting with surprise at the realism of the digital environment. The successful production led to inquiries from Jack Daniel’s and NBC’s Today show. The Tampa studio also began receiving requests from international clients in India, Australia, and Malta. These callers wanted to know if Diamond View could construct similar LED installations for their own facilities.

Moore’s entry into video production began in his teenage years. He received a VHS camcorder during a mission trip to the Dominican Republic and Haiti. He filmed the experience and edited it for a church screening. The audience responded to the footage by donating funds for clean water and food projects. This early success led Moore to attend the University of South Florida, where he balanced studies with wedding and commercial assignments. He left school before graduating to focus on Diamond View. His partner Davila had similarly left a path toward a medical career to join the production company.