Simon Willows Joins Joinery
Independent global production company Joinery, with headquarters in Los Angeles, has signed director Simon Willows for commercial and music video representation in the U.S. Simon is a 20-year veteran of commercial making, known for his ability to bring together genres, crafts and techniques into one entertaining, memorable style. He has a long history with character-driven projects—whether it’s animals, inanimate objects, or traditionally animated characters—brought to life using a wide range of techniques. He regularly works with puppets, 2D cel animation, and CGI, often blending these with naturalistic live-action elements. He has a particular gift for working with children and their imaginations, exploring playful, imaginative worlds inspired by how kids see and interact with the world around them.
“Simon is a brilliant, versatile artist who can work within any format he chooses,” said Elliot Lucas, Joinery’s managing director, executive producer based in their Los Angeles headquarters. “He’s an inspired puppet-master, able to create winning stories for brands with a wide range of materials, yes, including puppets. Another key part of his work focuses on authentic, down-to-earth performances, creating relatable moments, often enhanced with subtle in-camera visual effects or seamless post-production. Joinery is thrilled to have this creative polymath on our roster.”
“I’m stoked to be part of the team at Joinery,” said Simon. “I love problem-solving. Waking up each day with the chance to creatively make something the best it can be is what drives me—and helps me sleep well at night. Directing TV commercials truly feels like the best job in the world. My inbox is like a random creative challenge generator, constantly presenting new techniques to explore, unique characters to bring to life, or fresh stories to tell. Every project is an opportunity to collaborate with incredibly talented and skilled people, and I never take that privilege for granted.”
Simon’s career began at Blink in London, where he directed campaigns and music videos for over 10 years, winning a coveted D&AD Pencil for a Nike campaign. As Simon’s career progressed, he began developing what would later become his calling card: the ability to bring together genres, crafts and techniques into one entertaining, memorable style. Over the years, he has directed campaigns for top shelf brands from McDonalds to Cadbury’s, Ikea, Meta, Amazon Prime and Peugeot, among many others.
