At the same time, Jovanov studied cinematography at the Academy of Dramatic Art, University of Zagreb.
After graduating from high school, he worked for several years as a photographer for Polet, a popular student newspaper, and then as a camera assistant at the Radiotelevision Zagreb, working on a number of documentaries, television films and television series. Jovanov"s first music video was award-winning "Leteći odred" for Psihomodo People’s in 1988. After he left his television job in 1993, he became a professional music video director
He has directed a total of 260 music videos for various Croatian popular and rock artists such as Majke, The Bambi Molesters, Let 3, The Beat Fleet, Pips, Chips & Videoclips, Severina, Oliver Dragojević, East.N.I., Hladno pivo, Natali Dizdar, Gibonni, Nina Badrić and Colonia.
Apart from his music video work, Jovanov directed Cubismo turismo (2000), a documentary about Cubismo, a Croatian Latin American music band, and worked as a cinematographer on Spare Parts, a 2003 feature film by Slovenian director Damjan Kozole.