Alex began his career captivated by the vibrancy of street art, which painted his eye for color as he picked up a camera to capture skateboarding, fixed gear bikes and laid-back beach lifestyle. His subjects are predominantly natural looking girls often set against beach or spontaneously on the move.
His photography has a film aesthetic and little distinction is made between photographs captured on film and digital.
Alex has created advertising campaigns and social media content in his signature style for brands such as Nike, PacSun, Kylie and Kendall, and Urban Outfitters often featuring celebrities and "it guys & girls" such as Jaden Smith, Nash Grier, G-Eazy, Indie Love, Big Sean, and Blake Michael.
Alex has done video work for clients such as Big Sean, A$AP Ferg, Keke Palmer, and G-Eazy Kendall and Kylie.
In 2015 he launched the color pop fashion brand, Feelings.