Joe is a writer and director with 15+ years building brands...telling stories that don’t just look good, they resonate. From global brands to local makers, he helps people turn bold ideas into cinematic stories that feel unmistakably human. He approaches every project with curiosity, intuition, and collaboration and believes the best work comes from people working together, not just a director shouting out the shots. His films are designed to spark conversation, leave a lasting impression, and push past “safe” to uncover what makes a story worth telling. From live-action commercials to creative series, he aims to make work that’s thoughtful, authentic, and undeniably alive.

My career’s taken me around the world, introduced me to incredible collaborators, and built a body of work I’m genuinely proud of. From Formula 1 legend Lewis Hamilton to Super Bowl champ Travis Kelce and inspiring trans activists, I love meeting talent where they are and helping them feel confident and authentic on camera. As a Mexican-American and proud member of the LGBTQ+ community, I bring a perspective shaped by curiosity, and connection. When I’m not directing, you’ll probably find me traveling, hiking, or playing with my ’90s cover band, Modern Analog.

As a director, Alex has led content campaigns for a range of national and regional brands. Notable projects include a high-profile holiday campaign for HelloFresh, which featured multi-location shoots and a broadcast debut in Times Square, and a cinematic tour of the Tellus Science Museum, showcasing immersive, family-friendly learning experiences. When Publix needed a comedic-style commerical directed for a large scale store-owner conference, they called Alex to lead the creative. Across every project, Alex brings a hands-on approach from pre-production and shot planning to directing talent on set and collaborating with editors in post. His creative philosophy is simple but powerful: make the story feel personal, and the visuals unforgettable.