Joel has crammed a lot into his short career since co-founding Chrome in 2002. Starting out as an extreme-sports cinematographer he now directs and produces everything from music videos to commercials and documentaries and is most respected for helming high endurance and logistically demanding TV programming in both sport and entertainment arenas.

He produced and directed the multi-crewed 2006 Gumball Rally series for Channel 4, travelling across 9 countries and 3 continents in just 8 days, as well as producing the first ever live TV broadcast of a computer game event - Xbox World Cup 2006.

He recently sent Oi Va Voi into space for their ‘Yuri’ promo, produced the No. 1 MTV Dance vid for Corenell – Keep on Jumping, and commercials for The Daily Telegraph and Ubisoft's Jam Sessions for the Nintendo DS.