JOEL PRONT ▼
Joel Pront’s strong visual aesthetic is versatile enough to suit virtually all genres of advertising, yet always remains distinguishable as his own. With a deft command of storytelling through powerful and cinematic visuals, Joel Pront has directed memorable stories for major brands all across the globe.
Joel Pront’s career in film began after he transitioned from music recording and sound engineering to film editing. The highlight being the 1993 short film The Junky’s Christmas written by William S. Burroughs and produced by Francis Ford Coppola, for which he was nominated for an Australian Film Institute Award for Best Editing. This made Joel the youngest technical nominee for an AFI award ever at the age of 19.
Joel made the move from Sydney to London, spending three years editing at London post house NWH. There, he cut numerous music videos for acts as varied as Alanis Morissette, The Fugees, Bon Jovi, and AC/DC.
His transition into directing began through a series of videos he was asked to shoot for the New York-based act The Fun Lovin’ Criminals. It was upwards from there, with Joel since becoming a full-time commercial director, with a list of international campaigns for Nike, Coke, JC Penney, McDonald’s, Toyota, Philips, Sony Playstation, Levis, Foxtel and Optus, to name a few.
Joel’s science fiction-themed campaign for Mars Bar Australia was notable for its departure from global advertising convention, as the multi-million-dollar brand campaign aired without showing a single Mars Bar logo. The fx-heavy spot showing Martian youths at play went on to win ‘Best In Show’ and ‘Australian Television Commercial of the Year’ at the 2002 Australian Television Awards, while his spot for “Inner Child” spot for McDonald’s earned the top spot on Ad Critic and Boards Magazine.