Joel is currently founder and Director of Made, a creative agency he formed in Hong Kong in 2012 after recognising a gap in the market for a boutique-style approach to branding and advertising. Prior to setting up Made, Joel was employed as an art director at top multi-national advertising agency Publicis, working with clients such as UBS, Coca-Cola and Swire properties. Joel also has a wealth of experience in production and the photographic world, having worked at advertising production house Blink earlier in his career and then alongside the likes of Sam Robinson, Lord Snowdon and Dylan Collard. He maintains this at the core of his professional work today art directing and shooting for his varied client base, as well as having the occasional solo exhibition for personal projects when time permits.