In 1987 Joe worked for Arena Technical Services, developing their Video Touring division, a first for the Australian Events sector. For the next 4 years Joe was actively involved in the supply of touring video facilities for several international acts touring Australia, including the Mick Jagger solo tour of Australia in 1988, probably the first video concert tour supplied by an Australian company. This was to be the first of many local and world-wide tours for Joe over the next 17 years, the highlight of which was to be the Video Director for a world tour for the Black Eyed Peas.

In 1992 ATS divested itself of its Lights, Sound and Video operations and Joe acquired the Video division and co-founded Big Picture Australia with Dennis Murphy. In 2007 Joe acquired full ownership of Big Picture Australia and subsequently expanded the business and the brand into New Zealand.

As Managing Director for over 20 years, Joe has steered Big Picture to become a leading supplier of Video Solutions in the region, adopting the world’s best practices in the field and developing an excellent reputation internationally.