Joe Lonie

Joe came to directing as the bassist for '90s kiwi chart-toppers Supergroove, when he was given the job of taking care of all music videos for the band. Since then he has done more than 50, and he has worked with many of NZs greatest artists, including The Finn Brothers, Bic Runga, Shihad, Goodshirt, Brooke Fraser and Liam Finn. Along the way he has developed a personal style that is simple, smart and well organised.

Joe has collected numerous awards for his music videos, including 4 "Tuis". Some of the best of Joe's videos can be viewed at www.fishnclips.com

Eventually, with a decent amount of music video training behind him, Joe would begin directing TVCs, with a strong emphasis on simple visual trickery, action, timing and humour. Highlights include "Grabber" for Playstation, and "Ducks" for Goodman Fielder, which picked up a Gold Lion at Cannes.