Getting to know Joy Williams

Getting to Know Joy Williams.

My name is Joy Williams, and I am a cinematographer, director, and producer with a passion for visual storytelling. I was born in Ghana and moved to the UK at the age of 7, an experience that shaped my cultural perspective and creative approach. My journey began as a teenager, experimenting with cameras and discovering how moving images could capture unseen perspectives and evoke powerful emotions. From shooting skits with friends to working with global brands like British Airways, Dyson, and MTN, and collaborating with artists like Wizkid and David Guetta, I’ve built a career spanning music videos, commercials, documentaries, and live television. Founding Ripe Plantain Films in Ghana allowed me to expand my vision further. I’m also the co-founder of BeachAfrique, a beach bar in Ghana that fosters creativity and brings together communities of artists and innovators. Every step of my journey reflects my love for learning, collaboration, and the transformative power of storytelling.

What do you think are the biggest challenges the creative industry faces today especially in Accra?

The creative industry in Accra faces several challenges, but for me, one of the biggest has always been working within tight budgets. Making quality content often requires significant investment, but the resources we are allocated don’t always match the vision or expectations. This means we have to get creative not just with ideas but with how we execute them, finding ways to stretch every cedi without compromising too much on quality. Another challenge is the lack of originality in storytelling and visuals. Many creatives lean heavily on trends they see on platforms like Instagram, and as a result, much of the content starts to look the same. We’re losing that unique voice and authenticity that should set us apart, especially when it comes to reflecting the richness of our culture and perspectives. There’s also the issue of limited equipment; we often don’t have access to the tools necessary to fully realise ambitious ideas. On top of this, there’s constant pressure to produce content quickly, leaving little time to refine and perfect concepts. Balancing these realities with the desire to maintain artistic integrity and push creative boundaries remains one of the most pressing challenges for us in Accra’s creative scene.

Can you name a project you're particularly proud of? What made it so special for you?

One project I’m particularly proud of is the live broadcast we produced for ABC News’ Good Morning America, which connected Accra to New York. Being the producer for this project was both challenging and rewarding. It was a massive undertaking, with responsibilities ranging from securing licensing and permits to arranging transportation and logistics for a 30-person crew. Booking the perfect locations and managing the many moving parts of a live international broadcast added to the complexity. We faced challenges, particularly with locking down permits, which came through at the last minute—talk about a nerve-wracking experience! Despite these hurdles, the production was a huge success, and seeing it come together so seamlessly on-air made all the effort worthwhile. This project taught me invaluable lessons about leadership, problem-solving under pressure, and the importance of teamwork. It’s a reminder of how much can be achieved with determination and a clear vision, even in the face of tight deadlines and unexpected obstacles.

What obstacles have you encountered in your career, and how did you overcome them?

One of the biggest obstacles I’ve faced in my career has been working with limited budgets, which often fall short of what’s needed to bring ambitious ideas to life. There have been times when I’ve had to use my own personal funds to fill the gaps, driven by my passion for the craft and my commitment to delivering high-quality work. What has made a significant difference, however, is the power of social media. Being from Africa, it’s been an invaluable tool for connecting with industry players, seeking advice, and learning how to navigate challenges. Social media has allowed me to build a global network, reference great work from around the world, and even reach out directly to creatives whose journeys inspire me. It’s become a bridge between limited resources and limitless possibilities, helping me grow both personally and professionally despite the challenges.

Ego can sometimes be a challenge on set, especially in high-pressure creative environments. How do you navigate conflicts and manage egos to ensure a smooth and collaborative production process?

Ego can certainly be a challenge on set, especially in the high-pressure environment of production, but I’ve found that a positive and humble approach makes all the difference. As a director, I always strive to create an atmosphere where everyone feels valued, from the junior assistants and runners to the more senior crew members. I make it a point to treat everyone fairly and with respect, ensuring that their contributions are acknowledged. If conflicts arise or someone’s behavior becomes disruptive, I prefer to handle it privately—pulling them aside for a quick, calm conversation to resolve the issue without disrupting the flow of the set.

When someone approaches me with ideas, I always take the time to listen and validate their input, even if it doesn’t align with the direction we’re heading. I let them know their thoughts are appreciated and may say something like, “That’s a great idea. Let’s see if we can explore it, or maybe work it into another project.” This approach keeps morale high and fosters a collaborative spirit while ensuring the production stays on track. Ultimately, I believe leading with humility and respect inspires the best work from everyone and creates an environment where creativity can thrive.

As someone working in Ghana, how do you balance showcasing local stories and perspectives while also creating content that resonates on a global level? 

Living and studying in the UK gave me invaluable exposure to global standards in storytelling, production quality, and creative thinking. That experience has shaped how I approach my work in Ghana, where I strive to strike a balance between showcasing authentic local stories and creating content that resonates with a global audience. For me, it starts with a deep respect for the richness of Ghanaian culture and a commitment to telling stories that reflect the nuances of our experiences. Whether it’s through music videos, commercials, or films, I focus on staying authentic to our identity while ensuring the execution meets the high standards expected globally.

The key is in finding universal themes within local stories—emotions, struggles, victories, and human connections that people anywhere can relate to. At the same time, I’m intentional about incorporating visual and narrative elements that highlight our unique cultural perspective. My exposure to global practices also helps me make deliberate choices in the areas of cinematography, editing, and overall production quality, ensuring the work can stand confidently on an international platform.

Social media and digital platforms have been powerful tools in bridging the gap, as they allow me to showcase local stories while engaging with a global audience. This balance requires a blend of authenticity, technical excellence, and a willingness to learn from both local and international influences, all while staying true to the stories that matter most to me and my audience.

Do you feel that your work has contributed to changing perceptions of African filmmaking on the global stage? If so, how?

I absolutely believe my work has contributed to changing perceptions of African filmmaking on the global stage. When I moved back to Ghana in 2015, starting my own production company was a deliberate step to push the boundaries of what was possible in the local industry. Bringing the first RED Epic Dragon camera to Ghana was a game-changer—it elevated the quality of production and set a new benchmark for what could be achieved here. Seeing the dramatic improvement in the visual quality of music videos and other content inspired many others to invest in higher standards of production.

The music videos I’ve produced and directed for artists like Burna Boy and Wizkid have also played a major role. These projects not only showcased the richness of African artistry but also proved that African filmmakers could create visuals that stand toe-to-toe with global standards. Videos like Essence have become cultural touchpoints, opening doors for more African stories and talents to be embraced worldwide.

For me, it’s about blending authenticity with excellence—telling stories that are deeply rooted in our culture while using the best tools and techniques to present them. Each project is an opportunity to shift perceptions and show the world the depth, creativity, and professionalism of African filmmaking. It’s incredibly fulfilling to know that the work I do contributes to that larger narrative.

Do you have any advice for young creatives in Ghana who are just starting out? What lessons have you learned that you wish you knew earlier?

My advice to young creatives in Ghana is simple: focus on creating and building your craft, regardless of the resources you have at the moment. Too often, I see emerging talents waiting for high budgets before they start making anything significant. The truth is, some of the best work comes from pushing yourself to be resourceful and innovative with what you have. When I started, it wasn’t about the budgets—it was about passion, consistency, and the desire to tell great stories. Even if it meant dipping into my own pocket or working with limited equipment, I made sure the work spoke for itself.

With social media now, there’s an incredible opportunity for your work to instantly take off. Platforms like Instagram, TikTok, and YouTube give you the chance to showcase your creativity to a global audience, no matter where you are or what your budget is. Use these tools to your advantage—post your work, engage with other creatives, and connect with industry professionals. You never know who’s watching or what doors it might open.

The lesson I wish I knew earlier is that creativity isn’t about perfection; it’s about progress. Start small, learn from each project, and grow your skillset. Focus on the story, the execution, and your unique perspective—this is what will set you apart, not just the size of the budget.

I also want young creatives to know that opportunities won’t always be handed to you. You have to put yourself out there, build relationships, and show the world what you’re capable of. In my career, bringing the first RED Epic Dragon to Ghana or directing projects for artists like Wizkid and Burna Boy didn’t happen overnight. It was a result of years of dedication, learning, and making the most of every opportunity that came my way.

So my advice is this: start now, keep creating, use social media to amplify your work, and focus on making amazing content with whatever you have. The right resources will come, but only when your passion and craft have paved the way.

You wear multiple hats as a director, cinematographer, and producer. How do you balance these roles, and how do they complement each other in your creative process?

I studied cinematography in the UK, and that has always been my first love. It’s the foundation of everything I do creatively. Balancing the roles of director, cinematographer, and producer comes naturally because each role builds on the other. As a cinematographer, I developed a strong visual storytelling foundation, which is central to how I direct. When I step into the director’s chair, I focus on crafting the story and bringing out the best performances, while my cinematography background allows me to translate that vision visually with precision and creativity.

Being a producer ties it all together, ensuring the logistics, resources, and team dynamics support the creative process. These roles complement each other, and wearing multiple hats gives me a unique perspective on every part of the production. It also allows me to communicate effectively with my team, understanding their roles deeply and ensuring everything aligns. At the heart of it all is my love for cinematography—it’s what grounds me and continues to inspire every project I work on.

French Hours is known for creating an efficient workflow without fixed breaks. How do you manage the balance between efficiency and maintaining your creative energy during intense shoots?

Managing the balance between efficiency and maintaining creative energy during intense shoots is all about preparation and adaptability. I’ve learned that having a clear plan and well-structured workflow is essential to keep the team focused and the production running smoothly. However, I also know that creativity thrives when there’s flexibility, so I always leave room for spontaneous moments or adjustments that enhance the project.

For me, it’s about pacing. Even without fixed breaks, I ensure the energy on set stays positive and collaborative by keeping communication open and making sure everyone feels supported. Small gestures, like checking in with crew members, ensuring they have water, or giving people a moment to reset when things get tense, can make a huge difference. Personally, I keep my energy up by staying connected to the vision of the project—reminding myself of the bigger picture helps me push through challenging moments.

Creative energy also comes from the atmosphere I cultivate on set. As a director, I make it a point to keep egos in check and ensure everyone feels valued, from the runners to the senior crew. This creates an environment where people want to give their best, which ultimately makes the workflow more efficient and keeps creativity alive, even during intense shoots.