Joyce John Thomas—widely known as Joyce Mamma—is a dynamic force in South Sudan’s growing film and media landscape. As the Managing Director of the Juba Film Festival, she has built a reputation as a journalist, scriptwriter, producer, and presenter, driven by a deep commitment to storytelling and representation.

Her journey into filmmaking evolved naturally from her background in media. What began on social media soon expanded into more structured, university-based investigative projects. But it was a simple yet powerful conversation that truly changed her path. A colleague, Bingo, shared a vision: “We want to bring cinema to reality.” He then posed a question that would become a turning point—had she ever seen South Sudanese stories told through film? The answer was no. That realisation sparked a mission.

Determined to change the narrative, Joyce and her peers set out to tell the stories that had long been overlooked. At the time, much of the cinematic focus was on the North, leaving South Sudanese voices largely unheard. Rather than waiting for support, they took action. With no funding or institutional backing, the team pooled their own salaries to produce a short film titled Love in the Village. It was a true labour of passion, with contributors like Irene, Alex, and Leila offering not just their time, but also their personal resources—cars, fuel, and unwavering dedication.

Filmed in just one day, the project served as a proof of concept to attract potential supporters. Their determination paid off when the German Embassy recognised their vision and provided funding for a collaborative filmmaking initiative. This project brought together creatives eager to share authentic South Sudanese stories. Joyce presented a documentary, Bingo showcased Dowry, and other filmmakers contributed their own works—marking a significant milestone for the emerging industry.

The partnership came with strict accountability measures, including oversight from a representative sent from Denmark. For Joyce and her team, this was not a burden but a sign of progress and credibility. Their efforts culminated in a mini film screening in 2013, attended by representatives from the European Union and international guests. Among them was an Egyptian journalist and filmmaker whose praise affirmed the importance and potential of their work.

From humble beginnings to international recognition, Joyce John Thomas continues to champion storytelling as a tool for cultural expression, identity, and change—ensuring that South Sudan’s stories are not only told, but heard.