top of page
Melina Martin & me guhl on set .jpg

I’m Joe, a creative, award-winning film director with a passion for filming people, fashion and beauty.

My creative journey started in London, at St Martins School of Art and my first directing job was at C4 Television, where I got to experiment with ideas, light and moving image. My work started to win awards and get noticed.

At which point, I co-founded well known London production house Knucklehead (with my great friend and film maker Daniel Barber), directing hundreds of spots for global and UK brands (Mercedes, L’Oreal, Samsung, P&O, Nissan, M&S, Pantene, John Lewis, Diet Coke – to name just a few). Some of these campaigns went on to win many high-profile awards and have been viewed millions of times, across all kinds of Platforms/screens.

I love to shoot people, whether they are famous or street cast and immerse myself in their world, their fashion, their personality and character, their own beauty, and their stories. Every person has something special about them, and it’s my job to discover that authenticity, and let it sing out, on film.

Here’s some answers to things that agency and brand people often ask me about.

Yes, I get to film a lot of hair!
Yes, I work with celebrities - I guess that’s something I am known for.
Yes, I draw my own storyboards - devil is always in the detail!

Yes, I self-shoot - with some of the best camera talent in the world.

Yes, I do shoot stills...


And yes, I’m still obsessed with the magic of flickering light!

And here’s some of those big names I have worked with and filmed –

Gisele Bundchen, Jennifer Lopez, Julianne Moore, Naomi Watts, Bianca Balti, Natasha Polly, Doutzen Kroes, Blake Lively,

Fan Bingbing, Laetitia Casta, Natalia Vodianova, Diane Kruger, Anna Ewers, Eva Longoria, Ines de la Fressange, Aishwarya Rai,

Erin O’Connor, Lizzie Jagger, Lily Cole, Noemie Lenoir, Laura Bailey, Twiggy, Miranda Kerr, Claudia Schiffer, Paz Vega, Carmen Kass, Irina Shayk, Cindy Crawford, Jennifer Garner, Eiza Gonzalez, Kerry Washington, Julie Bowen, Lewis Hamilton, Jensen Button, Davina McCall, Holly Willoughby, Julia Sarr-Jamois, Mahira Khan, Shraddha Kapoor, Mai Davika Hoorne, Ramla Ali,

Buse Naz Çakiroğluu, Demit Özdemir, Agnez Mo and Yasmin Le Bon.

bottom of page