Fashion Joe is a commercial editor who has developed the bulk of his experience working with award winning ad agencies like Energy BBDO, Create, G-net Media, Hammer Creative, and Ayzenberg. He has also worked directly for video game companies Riot Games and Night School Studio. He’s been working in Advertising since 2006 and recently formed his own company, “Fashion Joe Inc.” We sat down with him to ask about his journey and aspirations.
Q: It’s good to meet you “Fashion Joe”! Is it alright if I call you that?
A: Haha, of course you can! Also, if you just want to call me “Fashion” or “FJ”, it all works.
Q: Right on “Fashion”! So let’s talk origin story, how did you get your name?
A: Well, it came to a friend in a dream. It just helped that I’d been wearing the same flannel for 21 years.
Q: That’s not the only thing you wear is it?
A: Oh no. Since I’ve met my fiancé, my wardrobe has been going through an overhaul. I’ve since developed a mastery of shopping at outlet malls!
Q: Agreed! So how did you get your start into editing?
A: It started in grade school. I was god awful at making dioramas and poster board projects. Usually my Mother would tell me I was doing it wrong, and she’d take over. Then one day, there was an assignment to make a commercial for a fake product in English class. I made a goofy little short, and the whole school ate it up. From then on, I just made videos for school projects. It was an easy “A”. My Dad later introduced me to the concept of editing my senior year in high school. Instead of getting a car to impress the ladies like a normal high schooler, I bought a G4 Tower and Final Cut Pro 3. I knew what I wanted to do.
Q: Were the ladies impressed with your editing skills?
A: Actually they were! I found out that if you put Marvin Gay’s “Let’s Get It On” under any scene, the women swooned.
Q: So how did you transition from amateur to your first job in the industry?
A: Well, I got into Film School at Columbia College Chicago. I explored the internship opportunities that were posted, and found a position with a major ad agency, Energy BBDO. The job required me to create DVD’s and QuickTimes, along with shooting and editing “Man on the Street” videos. Clients ranged from Dial Soap, to Jim Beam, to Bayer Aspirin, and Wrigley Gum. The internship was only supposed to last two months, but after that stint, I asked my boss if I could continue interning. They agreed and ended up hiring me part time for two years. It was great!
Q: How would you define your style? What makes you, you?
A: I like to specialize in fun. Whether I’m working on an action packed game trailer, or a comedic spot with Danny McBride, I want people to know they’re going to have a good time when they watch my work. Laughter and excitement is what I go after.
Q: What was the funnest project you’ve worked on?
A: There’s a lot out there, but I really enjoyed working on the Mortal Kombat X campaign. Just tons of gore and shock value. I think specifically I loved cutting the Jason Voorhees trailer. A bunch of people on YouTube did reaction videos, which were pretty fun to watch.
Q: What about the craziest?
A: I had a very unique one earlier this year. I cut a video that was just to be viewed by one person, and that was an actual prince! Now the head of media for an entire country knows me as Fashion Joe, which is both bizarre and flattering.
Q: Do you only edit videos for advertising?
A: Actually this year I started to branch out. Advertising has been my bread and butter, but this year I took on an animated short and have been working on my own original content. Branching out and growing as an artist is why I formed my own company. There’s a lot I’d like to do, and these are the first steps moving in that direction.
Q: Having your own company, does that mean you no longer freelance with other agencies?
A: I’m always working with agencies and other clients. That’s how I can afford to look so damn good! The most important thing for me is working on content that I think is fun. I want “Fashion Joe” to be synonymous with “fun”. It’d be silly to not capitalize on the alliteration.
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For examples of Fashion Joe’s work, you can go to www.fashionjoe.com