Born Singapore in 1973, Simon Cheng Joo spent his formative years in Lasalle College of the Fine Arts majoring in Fine Arts. In his final year, Simon was awarded & dispatched to Paris for a 3 month exchange programme where he explored & found inspiration through foreign cultures.

In 2001, he founded Flux Fotography where he tapped onto commercial photography exploring possibilities with the major advertising & design-driven agencies. His continous passion later move him into Directing.

Simon Cheng Joo is also represented in North America by Tom Zumpanos for the strong representation of his polaroid works. His works are published & exhibited in local & international publications & art shows.