Joe started out as an animation director of commercials but developed into a very versatile all-around director.
In 1999 he joined fellow director Koen Mortier to establish Czar in Brussels which quickly became one of the most creative agencies on the Belgian market.
Joe’s distinguished style and taste won him the CCB Film Director Award for two consecutive years with the Keytrade Bank spot (2006) and his public announcement commercial ‘Smoking animals’ (2007). The spot T-man for Tiense Suiker (2012) melted everyone’s heart and won a string of awards: a silver CCB award for Direction, an Effie, Topshot Award for Best Belgian TV Commercial and Bronze for Animation at the Cannes Lions
He directed many remarkable and award-winning films for international clients such as Sexual Abuse Awareness ‘Innocence and danger’ (Silver Lion for Direction), Amnesty International, Arte, Randstad, Unicef, and Nike.
Joe also has a soft spot for music videos. He directed various music videos for Belgian talents like The Hickey Underworld (‘Blond Fire’: Best Video at Camerimage Festival, Best Pop Promo International Short Film Festival Louvain, ‘The Frog’: Best Alternative Music Video UKMVA), Balthazar and Triggerfinger, and for the international band Editors.
In 2010 he released his short film ‘Rivers Return’ which was selected for, among others, the international competition of the prestigious Pardi di Domani section at the Film Festival of Locarno.
Under the alias of Lionel Goldstein, he directs films together with his friend and fellow director Koen Mortier. Both adepts of the absurd, they are set on constantly pushing the boundaries.