Joel Kefali

Unitec design graduate Joel Kefali has made music videos for everyone from Lorde to Katy Perry, and scored a run of awards in the process. Kefali honed his many skills during a seven year partnership with Campbell Hooper. Calling themselves Special Problems, the duo created distinctive videos for The Mint Chicks and The Naked and Famous, and expanded into shorts and adverts — including an animated HP promo with singer Alicia Keys. Kefali's video for Lorde's single 'Royals' fuelled many invitations to work in the United States. In 2020 he directed a high profile Kiwi tourism campaign featuring Madeleine Sami and Jacki van Beek. 

From the start, we weren’t in it for the money, but the imperative to stay afloat did mean we did a lot of them. Now, we just see it as being an enjoyable break from our other work. Joel Kefali on making music videos with Campbell Hooper, NZ Musician, December 2012