Lakota West graduate Joe Vella is an Emmy-winning filmmaker whose campaigns span powerhouse brands like Disney, AT&T and Toyota. As co-owner and Visual Director of Bayonet Media, he’s crafted a career around cinematic storytelling that leaves a mark. From the mouthwatering pull of a cheese pizza to the smooth pour of good bourbon, his work has snagged multiple Emmys for cinematography, documentaries and commercials that resonate with audiences nationwide.
Despite the accolades, Vella says the foundation of his projects is still grounded in the same Midwest values he was taught in West Chester as a kid: work hard, treat people well and listen like it matters.
“People in the Midwest listen more than they talk,” he shares. “[Others] might have more pizzazz, but we Midwesterners process what people say first, think and then respond.”
That instinct—to listen first, work smarter—has shaped his entire approach. Whether collaborating with clients or capturing real moments on film, he focuses on understanding stories before telling them.
A high school teacher first told Vella about Ball State University, setting him on a path he hadn’t yet imagined. It wasn’t until he enrolled in a video class there that he discovered his true passion: telling stories through the lens of a camera.
Having played volleyball at West and later at Ball State, Vella brings a team-first mindset to every production.
“When working with clients,” he states, “my process starts with sitting down and reading through the brief before brainstorming ideas, often alongside a writer.”
Next comes storyboarding—a stage he especially enjoys.
“That’s where I really like it because you're literally thinking about every frame and what the camera is going to do,” Vella continues. “You sit with the storyboard artist, draw out every frame and time everything specifically so the ad isn’t too long or too short—you know exactly what you’re going to get.”
Vella doesn’t credit one big break for his success.
“Everyone thinks it’s all about making a splash, but it’s kind of a grind,” he explains.
One early win: Vella worked on sets like “Parenthood” and “Californication” shortly after graduation. Around the same time, he wrote a PBS grant and secured $10,000 to produce a documentary—an experience that helped get his and his partner’s name out there.
Soon after, the two landed a Walmart partnership, producing a steady stream of commercials across Ohio, Indiana, Michigan and Kentucky for two years.
“I don’t think they realized we were like 21 at the time,” he says, laughing.
Building on that early momentum, Vella honed a specialty in the food and beverage tabletop market, his cinematic style capturing the visual experience of a product. He has produced compelling narratives for brands like Makers Mark, Jim Beam, Bakers, Papa Murphy’s Pizza and Hard Truth.
Beyond his Emmy-recognized pieces, Vella has directed and contributed to several standout films like “Food That Saves You”—a short narrative film exploring grief and healing through shared passions—and “How Not to Mess Up Christmas Cookies”—a digital series for the Food Network, blending culinary instruction with storytelling.
In addition to his commercial achievements, Vella earned an Emmy nod for cinematography in the documentary “Pressing On: The Letterpress Film,”—an inside look at the artisans preserving the fading craft of letterpress printing.
For aspiring filmmakers, Vella’s advice is simple: just start.
“You’ve got to get out and start doing it. Like, get an iPhone, shoot your video on there, edit on your phone because the only way you’re going to learn, is to do,” he coaches. “Don’t only watch the classics. Watch YouTube stars, TikTok stars, all of it. That’s the fun part—you get to watch all the TV shows and movies and call it research.”
Even as his stories reach audiences from L.A. to New York, Vella’s approach stays true to his roots: thoughtful, hardworking and always ready to let the story take the spotlight.
View Joe Vella’s work online at JoeVella.com and BayonetMedia.com.