Joanna worked her way up in film and television production with roles including content development for Warner Music Group's Den Of Thieves for networks including MTV, VH1 and CMT, and Casting Director for independent feature films and digital television content for the Publicis Advertising Group.
She began her directing career with her first narrative short "Inviolate Rose", and leveraged her years of theatre directing, casting and production knowledge to create a well received film. Having found her passion in directing, this project was quickly followed by a range of other commercial, fashion and narrative projects.
In 2011 she started working in Asia where she's filmed throughout mainland China, Nepal, Indonesia, Thailand and the Philippines as well as returning to the United States. Recent commercial clients have included brands such as Cathay Pacific, HSBC and The North Face
In 2015 Joanna was inspired to explore the issues facing migrant domestic workers in Hong Kong and ran a successful Kickstarter campaign to fund "The Helper" documentary her feature directorial debut, chronicling the diverse stories from Hong Kong’s migrant domestic “helpers,” exploring the immense contribution they make to society in the face of heart-breaking separation from their loved ones. The Helper had a 12 week a theatrical release with Hong Kong’s Edko films and went on to international distribution with Gravitas Ventures.
Joanna is currently in the final stages of post-production on "reFashioned" a feature documentary in which three passionate Hong Kongers strive to disrupt the textile and recycling industries by innovating sustainable solutions to change mindsets and transition towards a circular economy before the landfills overflow.
Joanna is passionate about telling inspiring, international stories featuring ethnically diverse casts including strong women and unique perspectives. To that end she is currently developing original content including scripted feature films and television series incorporating those elements.