Joanna comes from an award winning documentary background. It was one of Joanna’s documentaries - Naked Nashville, about the Country and Western scene - that attracted the attention of George Michael. He needed a director for his cover version of the Police classic “Roxanne” and wanted a beautiful, controlled piece featuring genuine prostitutes. He remembered Joanna's film and got in touch.

From there, Joanna moved into the world of commercials and has directed projects for, amongst others: Nike, COI (including Royal Navy, Social Care, DVLA); Channel Idents for BBC1 & BBC2; Cancer Research UK; Macmillan; Kelloggs; Vaseline; Gatorade; New York Public Schools; Failte Ireland; BUPA Ireland; BT; Knorr and Charleville.