Mehdi Norowzian joined forces with his former Redwing producer, Desley Gregory in November 1994, to start a new company – Joy Films. They produced and directed high-profile award-winning work, including spots for Mercedes, Audi, Adidas, Reebok and Sony, and worked with celebrities such as Kate Moss, David Beckham, Zidane, Denis Hopper and Harvey Keitel. Their reputation continued to grow rapidly under Joy as they worked with some of the most creatively demanding advertising agencies in the world.
Mehdi was included in D&AD publication, world’s 32 Best Commercial Directors. Joy films has funded and produced many short films and KILLING JOE a short film directed by Mehdi was recognized by the academy and was Oscar nominated for the best short film. A feature length film LEO soon followed, also directed by Mehdi Norowzian staring Joseph Fiennes, Elizabeth Shue, Sam Sheppard and Dennis Hopper. Joy Films UK joined with RSA in November 2003 to become JOY@rsa.