Joe came to directing as bassist and co-songwriter for Kiwi chart-toppers Supergroove when he was made responsible for the band's music videos. After that he made more than 60 for many of NZ's greatest recording artists, winning numerous awards, including the coveted "Tui" on four separate occasions. Some of Joe's best music videos can be viewed at www.fishnclips.com
With a decent amount of music video training behind him, Joe would soon move into TVCs, with a strong emphasis on simple visual trickery, action, music and humour. Highlights include "Grabber" for Playstation, "The Passengers" for Ford and "Don't Feed the Ducks" for Goodman Fielder which picked up a Gold Lion at Cannes.
Joe wrote and directed his debut short film "Honk If You're Horny" in 2012. It won Best Actor, Best Script and Best Short at the NZ Moa Film Awards that year and it has screened at film festivals in Melbourne, Seattle, Palm Springs and Barcelona. The hilarious short film presented a wonderful opportunity for Joe to enrich his skills in talent direction, skills he extended upon when he directed the popular musical/comedy/drama web series "The Factory" which can be viewed at http://thefactorystory.co.nz