Joel Claudio
US.MAN.DERE
Joel Claudio US.MAN.DERE
In the world of creative business, few things are more important than storytelling and representation. Joel, along with his two partners, founded creative studio US.MAN.DERE with a mission to take control of their creative narratives and offer opportunities to others who, like them, had faced barriers to entering the industry. More than a business, US.MAN.DERE represents a platform where passion, community, and mentorship converge to create meaningful work.
Photos by By Haych
From Frustration to Foundation
The inspiration to start US.MAN.DERE came from the frustration of waiting for opportunities in the creative industry. Joel and his co-founders had worked together on various freelance projects for years, but they realized that if they wanted full creative freedom, they needed to start their own venture. “We realized we needed to make a business because we were always working together,” Joel explains. “We were sick and tired of waiting for other people to give us opportunities. We started this business to open doors for younger versions of ourselves.”
That sense of frustration turned into determination, and US.MAN.DERE was officially formed. The name itself, “US.MAN.DERE,” represents a bond that Joel and his partners share. It was a common phrase they used as friends growing up, a way of identifying themselves as a unified group. The phrase now serves as a reminder of their roots and the importance of collaboration in everything they do.
Since its founding, US.MAN.DERE has produced a variety of community-centred projects, including a powerful documentary about the locals of Newham with Nike. Shot in a cinematic, film noir style, the film captured real people in the community. “A lot of our work is community-based,” Joel says. “We made a documentary about the local shops in Stratford before they were shut down, and two months later, the council reopened the shops. It’s not just about making films; it’s about making a difference.”
Mentorship and Opening Doors
Beyond telling stories, Joel and his team are committed to giving back. One of US.MAN.DERE’s core missions is to mentor young people from their local area, particularly those who face barriers to entering the creative industry. Joel reflects on his own journey and the importance of mentorship, emphasizing how it helped him get to where he is today.
“A mentor is probably the best thing that can happen to a young person trying to get into the creative industry,” Joel explains. “Without a mentor, I probably wouldn’t have finished university. It’s important to have someone you can ask the big questions.”
This philosophy is embedded in how US.MAN.DERE operates. They regularly bring in young mentees to work on their productions, allowing them to gain experience in everything from being on set to learning the intricacies of post-production. “We bring them into post-production sessions because many people never make it that far,” Joel says. “They get to see things like colour grading and editing, aspects that are just as important as filming.”
“A mentor is probably the best thing that can happen to a young person trying to get into the creative industry.”
Balancing Creativity and Business
As a creative, Joel thrives on storytelling, visual arts, and filmmaking. But running a business requires more than just creativity, it demands strategy, financial management, and client relationships, aspects that can sometimes be at odds with the artistic process. “It’s not easy. Maintaining relationships with big corporate clients is one of the biggest challenges,” Joel admits. “But it’s also a learning process, and we’re grateful for the opportunities.”
US.MAN.DERE has managed to secure collaborations with major brands like Nike, The North Face, Aston Martin and JD Sports. These partnerships have helped sustain the business, but balancing commercial work with their passion projects can be tricky. Joel explains how they manage both, using the profits from the commercial work to help fund community-based projects.
The financial side of the business can be uncomfortable for creatives like Joel. Working with his co-founders he’s had to get comfortable with numbers, something that wasn’t natural to him. “Hearing the numbers can be tough, especially when things don’t go as planned. There are times when we don’t break even or when an event is a financial loss. But we learn from it and keep moving forward.”
Role models and inspiration
Joel credits much of his success to the mentorship and support he’s received from key figures in his life. One role model he calls out in particular is Tanz Jeyacheya, an Account Manager at Exposure London. “Tanz is someone I can always ask for advice,” Joel says. “He looks like me, he’s been in the industry for a long time, and he’s someone I can look up to.”
Beyond personal mentors, Joel finds inspiration in public figures who have successfully balanced multiple creative endeavours. One of his biggest inspirations is Skepta. “Skepta is doing it right. He makes music, but he also has a fashion brand, a film production studio and has a music label. It’s a big inspiration. Listening to him rap, I feel like I can really understand what he’s saying.”
Expanding Storytelling
One of the most exciting projects in development at US.MAN.DERE is a comic book that serves as a prelude to one of their films, Rebirth. Joel, a long-time comic book fan, has always been fascinated by visual storytelling, especially the worlds of DC and Marvel. “I love comic books,” he says. “I was reading Ultimate Spider-Man on the way here. But I’m a DC fan at heart.”
The comic book project came about as a way to expand the world of the film beyond the screen. Joel explains how many superhero films are preceded by comics that introduce audiences to the characters and set the stage for the film. “Our film is a visual graphic novel anyway, so we thought, why not create a prelude in comic book form?”
With each project they do, they aim to release a zine that shows off more work behind the film, with behind the scenes shots and lift the veil of the filmmaking world to their audience.
The comic book doesn’t just stand-alone, it’s an integral part of the storytelling process. “We had different variant covers created by friends who are artists. We asked them to watch the film and create a cover based on the scene that resonated with them most,” Joel explains. “It’s a way to showcase the talent in our network and extend the life of the film beyond its release.”
This approach, combining film and comic books, is a reflection of the innovative ways US.MAN.DERE blends traditional and modern storytelling techniques. For Joel, it’s about creating art that lasts, whether on screen, in print, or in the minds of those who experience it.
Looking to the Future
As US.MAN.DERE continues to grow, Joel envisions the studio becoming a hub for creative storytelling. “We want everyone to trust us to tell their stories authentically,” Joel says. “For growth, we want a solid team of 20 people, and we want to be comfortable just doing US.MAN.DERE work full-time.”
For now, Joel and his team are focused on their next big project: a football film they’re currently pitching to potential partners. With each new venture, US.MAN.DERE continues to redefine what it means to tell authentic, community-driven stories in today’s media landscape.