Joán started his career as Filmmaker directing short films and music videos in Barcelona in 2004. Challenged by a new culture and iconography Joán moved the pre-Olympic China in 2007 to develop a career as filmmaker, directing independent short films, documentaries and commercial content for premium international brands.

After living in Shanghai and Beijing for twelve years Joán moved back to Europe to develop a unique style born from his influences in the asian continent, and since 2020 Joán is based in Amsterdam further developing his career as advertising and documentary director, as well as documentary photographer, working for international brands and agencies, delivering powerful, compelling and inspirational storytelling for local and global audiences.