Joel is the founder & CEO of Chrome Productions, a global creative production company, creating films and programming for some of the world’s most iconic brands. Starting out an extreme sports filmmaker he founded Chrome in 2002, aged 24. The company was taken under the wing of the Extreme Sports Channel and by 2006 was producing the majority of the channel’s commissioned output. Still in his 20’s, Joel was building a reputation for Producing & Directing demanding, logistically-challenging TV programming, with credits including GUMBALL 3000 – AROUND THE WORLD IN 8 DAYS. The success of the series led Chrome to win pioneering commissions including X-BOX WORLD CUP, the first live broadcast of a computer-game event, a format now widely recognised as e-sports. With a growing music video arm and direct-to-brand relationships with aspirational sports brands such as Oakley and Redbull, Joel recognised the need for brands to create high-impact work for the internet. In 2009 he re-structured Chrome, moving from a TV production company to a fully-optimised digital content company, providing brands with high-quality, full-service production on digital budgets, and becoming one of the first production houses to adapt to the changing landscape. Chrome has grown to become a leading player in an industry that is radically transforming and has built long-standing relationships with brands including Christie’s, Sotheby’s, TUI, Ford, Standard Chartered, as well as major sports teams & institutions - RFU, the FA, ECB, BOA etc.In 2019 Joel expanded Chrome's reach to the US, opening its first international office in Los Angeles.When COVID-19 hit, Joel played a pivotal role in the design and implementation of the 'Auction of the Future' helping client Sotheby's re-imagine what a global auction could be in a post-pandemic world without travel. Merging technology with production expertise, Chrome pioneered a first-of-its-kind auction experience broadcast that set the bar for the art market. In late 2022, Joel helped Christie’s Auction House design and execute the Paul Allen - "Visionary" sale - the most valuable art auction of all time - realising $1.62billion for philanthropy.Joel’s work has won numerous industry awards and he has been a keynote speaker at SXSW, IBC and other major broadcast events. In 2023 Chrome was named Production Company of the Year at the Autovision Awards, and is a current finalist in the 2024 Most Inspiring Workplaces awards.