It should still look like a film. Cinematic, character-led work with Formula 1 teams, drivers and brand partners. Mercedes-AMG PETRONAS, McLaren, Scuderia Ferrari, PETRONAS. Commissioned through Praxima.
Watch the reelMost motorsport content right now is shot on a phone in thirty minutes, hoping the driver looks lively. It's a reasonable response to the realities of access: driver windows are short, approvals are layered, and production is usually the last line added to a brief. But it has opened a gap between what the sport can produce and what actually gets made.
The best motorsport films of the last decade, Senna, Road to Le Mans, the strongest passages of Drive to Survive, are cinematic, character-led, and treat the sport with the gravity it deserves. There is no good reason a brand film shouldn't aim for the same ceiling.
The windowis the brief, not the obstacle.
Drivers directed on camera, and the partners who commissioned the work
Drivers directed: Lewis Hamilton, Max Verstappen, George Russell, Lando Norris, Charles Leclerc, Sebastian Vettel, Kimi Räikkönen, Jenson Button, Kimi Antonelli, Gabriel Bortoleto, Nico Hülkenberg, Allan McNish. Partners: Mercedes-AMG PETRONAS, McLaren, Scuderia Ferrari, PETRONAS, UPS, Chandon, Alteryx, Akkodis, DXC, Amazon.
What changes is intent: what you ask for, what you light for, and whether you direct the driver as a person rather than as talent. The forty-five minute window is a constraint you plan for, not one you apologise for.
Preparation does the work. Camera moves are built and rehearsed before the driver arrives. Lighting is set for the shot, not the room. When they walk in, the day is already made; their time goes into performance, not waiting.
My background is editing and motion design, which shapes how I direct. The narrative is built on the day, not rescued afterwards, and a visually dull location is a problem I already know how to solve.
RegistersBrand film. Driver portrait. Comedy and character.
Alex has directed and produced campaigns for Mercedes-AMG PETRONAS, McLaren F1, Scuderia Ferrari (with UPS), Chandon, Akkodis, DXC Technology and Alteryx, and directed sessions with Lewis Hamilton, Max Verstappen, George Russell, Lando Norris, Charles Leclerc, Sebastian Vettel, Kimi Räikkönen, Jenson Button, Nico Hülkenberg and Allan McNish, and the next generation including Kimi Antonelli and Gabriel Bortoleto.
Based in the UK and shooting across Europe, he works through Praxima, the production company he co-owns.
Alex is commissioned directly through Praxima for brand and agency work. A short outline is enough to start: the brand and project, deliverables, talent involved, approximate dates and locations, and budget range. A reply usually comes the same day, and a first conversation is always free.
alex@praxima.co.ukAgency producers and directors' reps are welcome to enquire about roster representation.
AlexDirector, Praxima