Joel’s expertise as a director stems from a vast background in design, animation, visual art, and post-production. His lo-fi roots from his early career continue to greatly influence his artistic voice, leading him to create perennially unforgettable films.
Frequently utilizing an ethereal visual palette and modern cultural references, Joel’s films are as resonant as they are timeless. His ability to direct actors in emotionally nuanced performances grounds his work, especially while taking calculated creative risks that pay off, like reimagining traditional narrative structures. This directorial sensibility is aptly showcased in Joel’s commercial films for international brands like Apple, Sky, and Steinlager, as well as the Australian organization Rest Super and New Zealand’s health agency, Te Whatu Ora. Most recently, Joel’s film for Te Whatu Ora won a Gold Axis Award for directing, cinematography, and music as well as a Silver Axis for editing.