For Joel, light is more than a photographic tool. In his pictures, it becomes a photographic subject in its own right, lending human figures, landscapes, or even cars an almost unearthly lightness. Everything takes off and starts to shimmer a little, almost like in one of those dreams where you can fly. His wonderful exaggerations of reality go far beyond the cheerful monotony of much of contemporary photography. Genuine lightness is, after all, hard to come by.
Parallel to his commercial work, Joel's fine arts projects have been exhibited in galleries from London and Los Angeles to New York, Paris, Tokyo, and Berlin.
He is the recipient of numerous international awards including ADC Young Guns, ADC Awards (USA & Germany), Adobe Design Achievement Award, Sony World Photography Awards, PDN's 30, PDN Photography Annual, PDN Self Promotion Awards, International Photography Awards, and Luerzer's 200 Best AD Photographers Worldwide.