In 2012, Alex graduated from Point Park University (Pittsburgh) with a BA in Cinema & Digital Arts; concentration in Directing. He simultaneously directed his first indie micro-budget feature while a full-time senior. The film helped land his next feature directing gig, Dance-Off which was shot in Los Angeles, 2013, featuring faces from True Blood, General Hospital, MTV’s Awkward, SYTYCD, and Glee.

In 2015, Alex founded music video-based production company, Hustlecake. To date, he has directed over a cumulative 500 Million views in music video content.

In 2016, Alex began directing branded content/commercials. His first two clients were Vogue and Disney. In early 2017, he completed branded content for Sony Animation Studios, Fab Fit Fun, Sothebys and many more.