Alkemy X has added director Alexander Maxwell to its roster for U.S. commercial representation. As a founding member of The Mill’s live-action offering, Maxwell spent over a decade with the creative studio, evolving to become a go-to director at the studio for performance-driven storytelling, with his natural curiosity sparking authentic performances in actors and real people across his entire reel of work.

Maxwell’s background includes NYU’s Film program, then a move to the commercial production space while continuing to hone his creative aesthetic with indie film projects on the side. Among his credits are lifestyle content for the likes of IKEA, AT&T and Sleep Number, comedy for Progressive and Hot Pockets, and high-end brand work for American Express, Lexus and Verizon. In his personal work, Maxwell focuses on the central narrative of human aspiration, honor and integrity, and hubris. He is fascinated by the role environments--both natural and industrial--play in the human search for self-knowledge, and his cinematic universe is characterized by a surreally elevated, dreamlike quality.

Alkemy X EP Nick Pitcavage said, “Alex is the type of director that transcends a category. Sure, he has car work in his reel, he’s got transition work, great storytelling, lifestyle and visual effects integration work. But those categories don’t define him. He’s one of those filmmakers who overdelivers in whatever category he’s challenged with. He has a careful approach to each new piece of creative that he sees, which results in a story that you can’t look away from. We see many opportunities for him to direct multidisciplinary pieces of creative and continue his involvement into the postproduction side when it’s appropriate to do so. Alex expands our roster and our brand further into what boundary-pushing, integrated production looks like,”

Maxwell added, “The collaborative and creative culture that has been established at Alkemy X is something that really excites me. It’s the perfect fit for my style of directing. Here I have the ability to use any of the tools within our industry to advance the stories I want to tell.”

Born and raised in California to Argentinian parents, Maxwell is fluent in Spanish. He has stewarded may projects from ideation through directorial output and delivery. Outside of commercials, Maxwell’s independent films explore his propensity for exploration beyond his own environment, with shorts earning him numerous accolades, celebration on the film festival circuit, and amassing millions of views online. He is currently finishing development of a feature script based on his narrative short “Yellow,” which earned the Best Short Film award at the New York City International Film Festival and screened at Cannes.