Joanna started out directing documentaries. Films including Naked Nashville (C4 1998) and the highly acclaimed Geisha (C4 2000, Best doc. Chicago Film Festival) displayed an extraordinary ability to observe and translate the most unusual individual scenarios, situations and stories through beautifully captured imagery. These enviable qualities were displayed again with Joanna’s 1st music video, a George Michael cover of The Police’s love letter to the ladies of the night - Roxanne. This film saw Joanna create a hugely revealing and honest picture of the sex industry in Amsterdam working with and gaining the trust of real prostitutes, their paymasters and clients.

It’s clear that humanity and emotion are very much a feature of Joanna’s work and is most likely what dictated the type of commercials Joanna first directed, real people and scenarios; COI Social Care, The Royal Navy, Public School’s in New York and the compelling Nike documercials - the Dear Mexico series.

More recent work has seen Joanna’s distinctive real feel applied to films for house hold brands such as Hovis, Waitrose, The Abbey, BBC 1 re-brand Kelloggs, Department Of Transport and 3 Mobile. Last year’s re-branding of BBC 2 saw Joanna directing more abstract and post heavy pieces, expanding further her range and cross-genre appeal.