With sports and the outdoors in his blood, Tom Joy brings authenticity to movement when he shoots. His approach is built on collaboration with athletes — directing them, learning from them, and capturing the defining shot from each scene.

His work has brought him into the fold with the likes of CrossFit champion Tia-Clair Toomey, Anthony Joshua, Georgia Bell, Maro Itoje, and brands such as G-SHOCK, lululemon, Gymshark, Mizuno, adidas and Reebok.

As winter approaches, his focus will shift to winter sports, building on the success of his personal project with GB Skeleton racer Tabby Stoecker and spotlighting athletes who push the boundaries of their disciplines.

Tom Joy builds a shoot environment with his warmth to bring fun, authentic scenes to life. With brands like Reebok, Gymshark, Moleskine and Lululemon, he has become known for his emotional focus that brings true connection with his talent, be it models or athletes.

Always seeking specialists, he thrives with brands who are seeking narrative and complex storytelling brought to life.

With a distinct focus in sports and lifestyle photography, Joy is always seeking opportunities to push the creativity in his work. Challenges are not a concern - they are a chance to contribute more and push himself out of his comfort zone. Ever an enthusiast for collaboration in the creative process, he thrives in the chance to work with new and existing clients to elevate their brief.

With an upbringing full of outdoors and activity, Tom Joy brings an authentic perspective to capturing movement and emotions. Whilst always investigating new personal projects, he's worked with the likes of Adidas, Casio GShock, The North Face and Gymshark.

His practice focuses on building rapport with talent to get them in a position to deliver. His direction style has lent itself well into building out director's credits in several short motion productions.

2025 has become a year for growth and further focus on his personal work in pursuit of a richer portfolio that displays his diverse skill set.