Joe came to directing as bassist and co-songwriter for '90s kiwi chart-toppers Supergroove when he was given the job of taking care of all music videos for the band. Since then he has done more than 60, working with many of New Zealands greatest recording artists, including The Finn Brothers, Bic Runga, Shihad, Goodshirt, The Exponents, Brooke Fraser and Liam Finn.
Joe has collected numerous awards for his videos. He has won New Zealand's most coveted award for music videos, the "Tui" on four separate occasions. Some of Joe's best videos can be viewed at www.fishnclips.com
With a decent amount of music video training behind him, Joe would begin directing TVCs, with a strong emphasis on simple visual trickery, action and humour. Highlights include "Grabber" for Playstation, and "Ducks" for Goodman Fielder, which picked up a Gold Lion at Cannes.
Joe recently completed his first short film, the outrageous comedy Honk if You're Horny, which debuted at the Melbourne International Film Festival in August 2012. It also recently won Best Short Film at the NZ Moa Awards.