Group CD | M/H VCCP

Before starting in creative advertising Joel had been a cook, construction worker, accountant, teacher, and sound engineer. His path to marketing wasn’t the most direct, but the diverse experiences led to a philosophy about advertising that focuses more on cultural insights and personal interaction than data sets and character counts. Joel currently plays a lead role at M/H VCCP as Executive Creative Director, making innovative connections, platforms, products, and marketing for their growing list of brand partners.


1.)     What was your very first job? 


I worked at a bagel and coffee place.  Once, during a tornado warning, all the employees had to barricade ourselves in the walk-in freezer. Spoiler alert- there was no tornado. 


2.)     Please describe, in your own words, what your job is and what work it entails. 


I help brands discover where they could have a better relationship with consumers. Then I work with creative folks such as writers, designers, photographers, and directors to make that bolster that relationship. 


3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 


For me it all started with music. Growing up, it was music that helped me define how I felt, what I thought, and how I categorized the world around me. I went to school to study music and studio production, but once I graduated the musical world suddenly seemed small. The stories I was telling by working with sound were a bit one dimensional. I started writing, teaching, and generally trying to find a career path when  a friend introduced me to the agency world. In it I found a diverse and exciting set of situations that let me explore storytelling in all mediums. 


4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 


I am aware that everyone around me is in some way, better than me. Better designers or better script writers or better comedians or better cocktail makers, anything. By being open to what everyone can do better than me, I find myself amazed, excited, and inspired almost every day.


5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 



A couple years ago we created an interactive content series for Audi called THINK FASTER.  It was basically a reddit AMA (ask me anything) that took place in a race car. Over 100M people watched the show. It was broadcast live. It was raw. It made Adam Scott almost loose his lunch. 


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