THE STORY OF JOE*
Because attention is earned differently now. Because brands need more than ads, they need culture.
JOE* blends cinematic storytelling, internet instinct and emerging technology to create work that cuts through. We move fast, think like creators, and build ideas designed to travel. Not traditional campaigns, but modern brand ecosystems built for relevance, reach and impact. We do not follow where attention is going. We build for where it is headed.
Dan Mace is a South African filmmaker, creative entrepreneur and boundary pushing storyteller known for blending cinematic craft with internet native innovation. A multi award winning director, he has created acclaimed commercials, short films and digital work for global brands, while earning recognition including multiple Cannes Lions International Festival of Creativity wins and international craft awards.
As founder of JOE Films and ALL OF US Studios, Dan has built a reputation for unexpected ideas, emotionally charged storytelling and work that often sits between art, entertainment and cultural experimentation. He has collaborated with creators like Casey Neistat and helped build Beast Philanthropy into a global force, contributing to its growth to more than 35 million subscribers.
Beyond directing, Dan is known for a highly original YouTube channel where filmmaking itself becomes the medium for experimentation. His work is driven by a mix of human truth, spectacle and creative risk, making him one of the more distinctive voices in modern storytelling.
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