British film graduate Justin Santos created Joybear Pictures in 2003 because he was tired of seeing films with people having pleasure-less sex, especially women. A series of focus groups with women and couples confirmed he wasn’t alone so he applied to take part in Playboy’s prestigious competition ‘Head to Head’ - a one-off reality TV show created to find the next biggest erotic filmmaker. He won the show and promptly set up Joybear Pictures. His goal was simple. Make adult films fun.