In 2005 Joel completed a Bachelor of Design with honours. Two years later he set up the highly successful creative studio Special Problems. Together with his directing partner, Joel took a leading role in projects ranging from album artwork to fashion film, from brand design to highly distinctive music videos. Within a few short years Joel’s work began winning awards and accolades from big names in music such as Kanye West.
The momentum continued as Special Problems expanded their reel – and their global reach – directing commercials for technology giant HP (featuring Alicia Keys), and short film Echoes, commissioned by The Weinstein Company for their annual short film series screened at the prestigious Cannes Film Festival.
Stepping away from the Special Problems partnership in 2013 to pursue an independent Directing career, Joel has achieved his greatest successes to date. He was entrusted with the direction of Lorde’s breakthrough video for the US #1 hit ‘Royals’, which went on to win Best Rock Video at the 2014 MTV VMA’s, and Best International Music Video at the 2014 MMVA’s. This year has also seen Joel personally selected by pop icon Katy Perry to direct the captivating music video for her hit song ‘This Is How We Do’.
Building on his Commercial work for Clients AMI, Hallensteins, Spotify, Lexus and the like, Joel’s philosophy is simple – “Building brands and crafting a unique and compelling way for them to communicate to the world…They’ve got something to say and my job is to help them say it in the most interesting and engaging way possible.”
Joel’s recent work for Target Style featuring the updated version of “Groove is in the Heart” is airing now in the US.