Since 2010, he has served as a visionary producer, writer, director and on-camera talent for countless projects and brands, such as Jockey, Intel, GE, Mary Kay and Target. The loss of his 3-year old daughter, Canaan, propelled him into his first independent feature documentary, "In the Land of Canaan." Joey released, "(un)wanted," a short film about the foster care crisis in SE Wisconsin in 2017. Joey is a devoted husband, father and advocate for children. Originally from New Jersey, he now calls Wisconsin home.