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Having co-founded Chrome in 2002, Joel merged his journalist and cinematography experience to become a director, producer and executive-producer of challenging and logistically demanding programming across the broadcast, promo and corporate arenas.
Starting out as an extreme sports filmmaker, he has since produced and directed commercials and corporate work for major brands including Aston Martin, TalkTalk, Redbull, EA, Oakley, Sony, T-mobile, Sony Ericsson, Jack Daniels, The Daily Telegraph, Coke Zero, Powerade and Ubisoft.
He has produced and directed TV for the BBC, Eurosport, Canal +, The Extreme Sports Channel and Current TV, and is best known for series-producing and directing the acclaimed Gumball Rally series Around the World in 8 Days for Channel 4, considered one of the toughest international TV productions to oversee.
Outside of TV, Joel regularly directs and produces music videos, interactive content and has his first feature film in development this year. He recently consulted as the in-game cinematographer for EA's hit game Need For Speed – Shift 2 and has been a guest keynote speaker at IBC and other international broadcast conferences. His work has been shortlisted for BAFTA and nominated for two BIMA awards. He regularly works with multiple formats and multi-crews and strives to push the creative, logistical and financial boundaries of every project he takes on.
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