_____________________Alex began directing through Music Videos in Italy in 1991. His own musical background, producing electronic music records for himself and other artists blended with his love of cinema and he got the chance to direct his first promo in Italy, for legendary U.S. Rapper Afrika Bambataa. __________________________In 1997 after 50 musicvideos filmed in Italy (99posse, Modena city Ramblers , Blue vertigo ,Timoria, Ligabue,Sanguemisto,Extrema,Art31,CSI )__________________________
he moved to London and set up a production company for music videos and also began directing commercials.__________________________Alex's first music video in London for independent underground label Mo'Wax was featured in industry magazine Promo as promo of the month and was selected as one of the best videos of 1997 at London Raindance film festival.__________________________Alex directed Pleasant Smellfor cult band 12Rounds, a British band signed to Trent Reznors Nothing Records in the U.S. The video was very well received by people within the industry and featured as promo of the month in Promo Magazine.__________________________Alex's music video for Sony artist DJ Rap is a surreal visualisation of a world where people seem to be monsters and the heroine (Rap) finds herself alienated and pursued by beings that are very different to herself. The video is at the same time both dark and humorous. Alex used a lot of post production effects which he wanted to keep as organic looking as possible so as not to damage the B-movie vibe that he was after. The video for Everyday Girl was chosen to be amongst the finalists for best alternative video at the CADS 2000. And was also featured in Promo magazine as promo of the month.
__________________________Alex has shot the short-film Peace At Last that premiered at the Mannheim/Heidelberg film festival in Germany. The Soundtrack for which features music by Bjork and alternative Italian musicians CSI.
__________________________The Ad campaign for Energy Jeans Spycam was the first ever for the Italian Jeans wear label. It aired on MTV U.K. and MTV Europe and was awarded at the AD Spot awards in Milan.
__________________________His commercial Blind Man for the Guggenheim Museum Bilbao was awarded a Gold Medal at the New York Festivals (2000.) The Agency brief to Director was open on this commercial and Alex was able to interpret the idea as he wanted. The spot shows a blind man reaction/feelings as he stands in front of the Guggenheim museum in Bilbao. Through a combination of great shots, editing and sound, Alex was able to create a very strong piece of work that captures the wide range of emotions to good effect. As well as directing the commercial the sound effects were produced and manipulated by Alex.
__________________________His quirky spot for B-side picked up a Bronze at The San Sebastian Festival.
__________________________More recently Alex has shot campaigns for Amena, Telefonica, Ford Focus Rally with Carlos Sainz, Seat Ibiza and Peugot. He has also just shot the latest advert for Telecom Italia with Valentino Rossi motorbike world champion and Konika Minolta latest campaign with Ronaldinho a famous Barcelona football team player .
__________________________Alex is currently working on several projects and between them his first feature film .
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