Joao was born in 1973 in Portimao in the south of Portugal. After graduation he first studied architecture for 3 years but then decided to persiut his great passion on cinema. After finishing direction course he started to work in a production company first as a production assistent, then as a freelance assistent director for six years. During this period he had an opportunity to work with a lot of international directors from many continents. After finishing the specialisation in Audiovisual and Multimedia at University of Communication Sciences he started to work as a director and his first TVC for an advertising festival was very successful.