Born in London into a theatre family, Joe studied Graphic Design at Central St Martins. He started directing at London’s famed Channel Four TV where he won countless awards for his unique brand of branded ident work and ultra-creative commercials.

Since then he has shot hundreds of commercials all over the world, from jungles to deserts and beaches to penthouses. With an incredible eye for composition and beauty, and an effortless ability to get performances from actors, models and real people.

One of his specialities is working with celebrities including Gisele Bundchen, Julianne Moore, Naomi Watts, Doutzen Kroes, Blake Lively, Fan Bingbing, Natalia Vodianova, Jennifer Lopez, Aishwarya Rai, Miranda Kerr, Claudia Schiffer, Cindy Crawford, Lewis Hamilton, Diane Kruger  and Yasmin le Bon.