I'm Alexander, a creative director and video producer. I come up with ideas, write concepts and work out how to turn them into a good picture. The hard part is keeping what made the idea exciting.

I work between creative direction, filmmaking and content production. I like building things from scratch, working with good people and finding another way when the obvious one doesn't work.

I'm curious about new technology, photography, design and AI tools. I experiment with AI a lot, but for me it doesn't replace craft. It's one more production tool, like a camera or a crew, and it goes into the pipeline the same way. Tools change. Knowing how to tell a story doesn't.

I spend my days with screens, cameras and pipelines, so I like things that slow me down. I shoot film, collect cameras I don't need, listen to a lot of jazz and walk around with a camera longer than is efficient. Film is imperfect and asks for patience. At work I do the opposite and make things faster.

I like things with character. Imperfect images, weird ideas and people who care about what they make.