CREATIVE DIRECTION, ON SET ART DIRECTION,
SCREENPLAY CRITIQUE, + DANCE CHOREOGRAPHY
about Joni elaine
Joni Elaine, founder of No Popular Fruit, is a Creative Director based in Atlanta, Georgia whose style is melancholic glamour that blends Old Hollywood, Americana, and vintage romance with a dark, poetic edge.
Joni has a strong admiration for music and created her first visual concept in the early 2010s after being inspired by the tunes of a Lana Del Rey song. Since then, she has developed the incredible skill of creating and directing aesthetic visuals based off of a song’s overall vibe.
Joni also has a passion for dance and have choreographed pieces for live shows, artists, and just for fun. Her dance style is described as emotionally charged and ethereal.
No Popular Fruit was founded in 2018 and serves as a visual representation of Joni’s creative mind. No Popular Fruit’s mission is to bring awareness to underground artists and filmmakers who may feel unrepresented by the current world. NPF creates art through humility and love.
joni writes, produces, films, and edits all of her projects by herself. she lives up to the definition of the true indie artist.