Pro Hello: Joel Barney

Joel Barney is a UK-based director working across commercial, branded, music, and documentary projects. Growing up in Hampshire with a background in acting as a child, Joel’s work combines authenticity with an elevated cinematic style.

He has collaborated with brands and artists including Nike, Google, Liverpool FC, New Balance, Soho House and Arlo Parks, creating films that find beauty in the everyday and tell human stories through a cinematic lens.

Today, he shares his journey so far.

LBB> What do you do, and where are you based?

Joel> I'm a freelance commercial and music director based in Brighton / London.

LBB> What recent campaigns might we know you from, and what was your input on these campaigns?

Joel> Recent campaigns I've directed include Google Pixel x Liverpool FC's ‘20 & Counting’, all recent Soho House campaigns, Ford Money's ‘Saving Is Living’, and various Nike campaigns.

LBB> How did you first get into the industry, and how did you realise what you wanted to do?

Joel> I grew up dreaming of being an actor. Around 17 or 18, the age you start auditioning for drama school, I realised I was often more fascinated by what the director was doing during rehearsals than what I was meant to be doing.

At 17, I directed my first scrappy short film with my still-close collaborator and DOP, Oscar Ferguson. We shot it by sneaking onto an old, abandoned army base near where we grew up and convincing a few mates to join us to be in it. Looking back, it was essentially a music video: we’d pick a song we loved, sketch out a loose idea, and rope in our friends to help bring it to life.

LBB> Tell us about your journey so far.

Joel> Growing up in a small town in Hampshire, there weren’t many opportunities to work in film. None of my family had any ties to the industry, so my good friend and collaborator, Ozzi Sanderson (producer), and I took a bit of a leap of faith and moved to London. Our goal initially was to break into the music video world. We were ecstatic when we landed our first music video commission. A modest £900 budget, but it blew our minds at the time that someone would actually give us money to make something.

I distinctly remember sitting on the sofa, unsure how we’d even spend it. I’m pretty sure on one of our other early videos we even gave some of the budget back! From there, I developed a substantial music video portfolio, working with artists such as Arlo Parks, Royal Blood, Gang of Youths and Groove Armada.

LBB> What projects / campaigns that you’ve been involved in have been the most personally satisfying to work on, and why?

Joel> For me, some of the most satisfying projects I’ve worked on to date have been my collaborations with Southampton Football Club. As a lifelong Southampton fan, directing three campaigns over the past three years has been incredibly rewarding. I’ve developed a strong relationship with their creative marketing team, who are always open and excited to work with a fan of the club to bring their content to life.

Similarly, my collaborations with Arlo Parks have been a highlight. Developing a strong creative relationship and visual style across a series of videos has been an exciting process, and I look forward to continuing these collaborations in the future.

My short documentary 'For the Love of Grass' was also a standout project last year. The film follows football groundsmen across all tiers — grassroots, non-league and the Premier League, delving into why these individuals dedicate so much of their lives to these pitches. Through the project, it became clear that for them, it’s far more than a job or a craft; it’s a true passion.

Alongside these projects, I have an ongoing collaboration with Soho House, developing all of their video content. Working with Soho House has allowed me to establish a strong, consistent visual style and language for the brand, shaping the way their global audience experiences their content across multiple houses and platforms.

LBB> What’s been your proudest achievement?

Joel> To this day, I would say my proudest achievement is the campaigns I’ve worked on with Southampton Football Club. As a lifelong fan, having shared countless games and memories with my Dad growing up, being part of the team shaping the club’s campaigns is something I’m incredibly proud of and grateful for. The club means a great deal to me and my family, so being able to contribute to its visual language is something I truly love.

LBB> What do people (clients, agencies etc) come to you for specifically?

Joel> When I ask agencies and brands why they choose to work with me, they often say it’s for my ability to tell authentic, yet elevated stories. I have a real passion for uncovering interesting narratives within everyday life. Even moments that seem mundane on the surface often hold something beautiful underneath.

For me, cinematic, visually compelling storytelling is at the heart of every project. No matter the subject, I always strive to see it through a cinematic lens. Over the years, this approach has led to many return clients, whether that’s brands, music artists, or agencies. It has allowed me to build strong, ongoing collaborations.

LBB> What are your strongest opinions relating to your specific field?

Joel> For me, it’s about ensuring that directors from all backgrounds are given equal opportunities. We work in an industry often dominated by those who can get their foot in the door through connections, financial means or geographic advantage. I completely understand the need to take every lead or opportunity you can, but coming from a certain background and growing up outside London, I know how challenging it can be to access these doors and conversations without the same advantages.

It’s improving, and more diverse voices and stories are being heard, but there’s still a long way to go. In the early days, I was fortunate to cut my teeth on low-budget music videos, which gave me the space to experiment and build my craft. Today, that entry point is becoming increasingly rare. I worry that without financial backing, many young, up-and-coming directors will struggle to get their first break.

LBB> What sort of projects really get you excited at the moment?

Joel> Over the past year, my work has evolved from purely documentary-based commercial projects to a hybrid of scripted and documentary storytelling. I’ve really enjoyed developing, writing or adapting scripts and using them to shape a narrative. Sometimes I combine this with documentary elements, and other times I work entirely in scripted form. This approach is relatively new for me, and I’ve been enjoying exploring the creative possibilities it offers.

LBB> Who are your creative heroes, and why?

Joel> My film heroes are Stanley Kubrick, Ken Loach and Andrea Arnold. Some of Kubrick’s films are among my all-time favourites, and his mastery of storytelling through visuals feels truly unmatched. I’m inspired by Ken Loach’s realism and the way he captures human, emotional stories that hit straight to the heart. I’ve also always been a fan of Andrea Arnold’s work: her ability to take gritty, real-life stories and render them cinematic, beautiful, and magical is something I try to channel in my own work.

LBB> Outside of the day job, what fuels your creativity?

Joel> Outside of film, I draw inspiration from all areas of culture: fashion, art, interiors, food, theatre and design. I’ve always believed that while film is the medium I work in, the stories we tell are strengthened by drawing from every part of life around us. It’s about creating work that feels rich in culture and rooted in the communities and art forms that inspire it.