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Branded & Commercial

The work behind
the brands.

Twenty-five years of brand storytelling — Microsoft, Mastercard, GrubHub, Cedars-Sinai, Hairbond UK, and the United Nations, among many others. Some of it ran on national broadcast, some lived on a trade-show wall for one weekend, and all of it started the same way: a brand with something to say, and one creative lead accountable for how it got said. The six case studies below break down the hardest problems, from first idea to final delivery — then the full body of work follows.

Case Studies

Complicated problem.
Impossible timeline.

Six selected projects, one pattern: a brand with a story it couldn't tell on its own, and one creative leader accountable for the strategy, the team, the system, and the final work.

Cedars-Sinai
An internal production pipeline inside a complex healthcare organization

Cedars-Sinai had stories to tell and minimal production capability — loose scripts, no crews, no pipeline. For three years, I built and led the production pipeline: shaping scripts into shootable stories, assembling and directing five-person crews, scouting locations, shooting with the edit already in my head, and cutting everything myself — a repeatable system for executive-reviewed healthcare storytelling. Over 50 films: patient documentaries, live surgical coverage, physician profiles, and training content that translated 3D-modeled hearts, early telemedicine, and clinical innovation into something real people could watch — distributed publicly and across Cedars' private clinical network, in-facility screens, and live events.

50+ films · RAGAN Best Use of Video · Telly 2× Silver · Communicator Gold & Silver

"He asks direct questions to bring out the best in the person being filmed." — April Moore, Cedars-Sinai

▸ Watch the work — plays through the collection
The Score
Built and led The Score’s West Coast esports coverage operation

The leading Canadian digital sports media company with minimal US presence needed eyes inside LA esports. I became their entire West Coast operation: every weekend at the LCS in Santa Monica, plus BlizzCon, COD Championships, Worlds, and Overwatch events as their official representative. I directed four to five interviews a night with players, team owners, and league executives — then cut and delivered them the same night through an editing/graphics pipeline I helped build. We broke stories on player pay and league control that moved industry-level conversations.

Same-night delivery · Led directly to the Mastercard & GrubHub work below
▸ Watch the coverage — plays through the collection
Mastercard
Live, intercontinental, no second takes

A sponsored live broadcast on the future of gaming: three panelists in a studio we rented and built out in Los Angeles, three more overseas, one live conversation. I directed, produced, and creative-led the production end to end — studio, crew, look, and flow. A live international broadcast with brand money on the line is the deep end of production. We delivered.

Live international broadcast · Studio build-out · End-to-end creative lead
OpenWager
Full creative lead for a platform that didn't exist yet

A gaming startup needed to sell its casino platform to investors, partners, and casino clients while the product was still in alpha — almost nothing to film. As full creative lead I built the story anyway: strategic writing, motion design, and editorial that made the platform feel real before it was, plus a full rebrand to carry the new direction. The work supported the company's fundraising, and the platform went on to sell.

Alpha-stage product · Investor-facing · Supported funding & eventual sale
▸ Watch the work
iView
A brand launch in one week

A trade-show deadline, a tight budget, and nothing shot. I found the cast by combing social media and casting boards, locked locations, wrote, directed, and delivered a full product brand launch film in one week. It won gold.

One week, concept to delivery · W3 Gold · Communicator 2× Distinction
▸ Watch the work
Hairbond UK
Two days, one gym, one Olympian

Olympic boxer Tony Jeffries called: the brand was flying in from the UK in two days, there was a gym, a new product line, and no script. I wrote the concept overnight around exactly what we had — the gym, the boxer, the brand — and we shot "True Gentlemen" in one late-night session. It became one of the most awarded pieces I've made.

48 hours, call to camera · Communicator Gold · Telly 2× Silver · W3 Silver
▸ Watch the work
More Brands · More Stories

Beyond the case studies — campaigns, launches, live production, and PSAs for Microsoft, GrubHub, the United Nations, and more.

New Together
UNHCR / United Nations — Dir. Toby Wosskow
Editor — World Refugee Day PSA 2018
Watch
Kings of the West
Damon Jamal — 2024
Editor · Designer — Live Concert Production
Watch
Channel @ Work
Microsoft / Habitat for Humanity
Creative Director · Producer · Editor — Campaign Promotion
Watch
GrubHub
GrubHub
Creative Director · Producer · Editor — Brand Campaign
Watch
Melrose Inc
Melrose Inc
Creative Director · Editor — Full rebrand campaign for the company's expansion, built with owners I've known since they opened their doors
Watch
★ Featured in the film Saw (2004)
Feel So Dead
Pitbull Daycare — Music Video
Editor · Motion Designer
Watch
Rigamarole
ROZET — Music Video
Editor
Watch
Eliya
Feature Film Pitch
Editor · Producer
Watch
Reese's & Campbell's
via Shot Glass
Editor · Motion Designer — 2026 Social Campaigns
More Client Voices
"

The go-to guy for overall producing — video production, visual effects, audio, and anything else needed to get the job done. Alex is exactly the individual you want on your team to make magic happen.

Sven Krong
Co-Founder — Click Active Media
"

I needed him to find a very particular location and secure an entire crew. Nothing short of relentless in his efforts — being out of state, I put a lot of trust in his ability to pull this off, and I can honestly say he nailed it.

Adam Levine
All Things Media

Great work starts with the right conversation.

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