hi, I’m alex :)

Video is my thing: I think video first.

I’m experienced in short-form, social video content, and I love to create and develop concepts that tell beautiful stories that engage, move and excite an audience.

I’m a well-rounded, multi-disciplinary creative with a curiosity in people. Why we do what we do, why we listen (or don’t), what captures attention and what keeps it. I thrive on the entire creative process, embracing the chaotic concept ideation all the way through to carefully curating the edit.

Creating work that engages, moves, educates and excites is why I do what I do.

Role: creative, producer, director, camera operator, editor - the whole shabam

live in levi's

Levi spec ad

The original message of the “Live in Levi’s” campaign was clear: if you wear Levi jeans, you live in Levi’s.

I wanted to twist this concept and put the emphasis onto “live”, representing what Levi stands for - authenticity, individualism, self-expression, optimism and empathy.

Levi has always been an approachable brand that connects people so I aimed to keep the tone down to earth and personal, as if what you are seeing in the ad is simply a reflction of who we are. 

VERTICAL FORMAT

To utilise the vertical format for social platforms I broke the video down into three much shorter ones, each focussing on one individual. The hope is that by separating them in this way (as well as making them more suitable for shorter attention spans!), the viewer feels more connected with each individual, encouraging them to stay engaged and to share. These each start with strong shots and get straight into the stories to capture attention. They can exist in a series as well as standalone stories that serve as an insight into the brand. 

Graphics Showreel
TRANSFORMED

‘Transformed’ recently spread its wings and branched off from the main Truly page on YouTube to have its own home, which I lead the launch of.

I created a trailer to attract people over from the Truly page. It highlights the epic transformations of individuals who swap their current ‘aesthetic’ and undergo an extreme makeover. I wanted to draw on the main hallmarks of the show - the extreme visual contrast of the before and after as well as the reveal, to themselves as well as family members and friends.

Here are a couple of examples of episodes I’ve edited for Transformed.

B&Q

Role: set build and decoration assistant, lighting and camera assistant

Role: props assistant, video editor