Alex Boi
Q What do you do?
“I’m an LA-based director with a signature style that combines dynamic action, clever storytelling, and a keen eye for camera work to showcase my distinct blend of high-impact visuals and compelling narratives for renowned brands. I have carved out a niche where emotion and precision meet. My direction is not just technical—it’s narrative storytelling in its purest form, helping actors deliver performances that are as on-point as they are unforgettable. I continuously honor my cinematography background by mastering the aesthetics at the core of my craft, completely immersing us in a dimension that creates an enticing experience. My blend of creativity and technical precision makes me the ideal partner to produce high-end commercials, music videos, TV shows, and movies.”
Q What steps did you take to get to where you are now?
My journey has been a series of deliberate steps and milestones:
Early Career & Skill Building (Since 2006): I began directing in 2006, working on TV commercials for top brands like Pepsi, Mitsubishi, Mastercard, and Samsung. These early experiences allowed me to develop my narrative style and master technical skills such as video editing, CGI, and VFX using tools like Adobe After Effects, Maya, and 3D Max Studio.
Expanding the Portfolio: I built a robust portfolio by directing more than 30 national and international commercials with major agencies like BBDO, McCann, and Leo Burnett. This period honed my ability to blend high-impact visuals with compelling storytelling.
Entrepreneurial Leap: In 2012, I founded my own production company, BB PRODUCTION, which gave me creative control and the freedom to innovate on my projects. This was a pivotal step in taking my career to the next level.
Venturing into Television & Feature Films: From 2016 to 2019, I directed TV pilots for European channels such as STS and TNT, reaching audiences of up to 120 million people. In 2019, my pilot for the action-adventure comedy series “Vacation” for TNT led to a full series order and became one of the top three most-watched shows in Europe. I also ventured into feature films, with my first film “Anyone but Them” produced in 2014, and a series of viral short films in 2017.
Recognition & Award-Winning Projects: In 2021, I directed the dramedy pilot “A Friend for an Hour,” which won multiple awards at festivals. This success resulted in TNT ordering eight big-budget episodes in 2022, with the release expected in early 2023.
Expanding Horizons in the USA (2022 and Beyond): In 2022, I became a resident in the USA on a talent visa, which opened up new opportunities. I filmed projects in Los Angeles, Miami, and Nashville, and even shot a music video for Dolly Parton. I also produced and directed a variety of commercials—ranging from comedic to dramatic—employing advanced techniques such as LED screens, robotic arms, and the Russian Arm. During this time, I built strong connections in Los Angeles with various specialists and studios, personally producing commercials and short films, and serving as Director of Photography on a film with a $4 million budget.
Each of these steps—developing my technical expertise, building a diverse and high-caliber portfolio, founding my own production company, and seizing international as well as U.S.-based opportunities—has been crucial in shaping me into the director I am today.
Q How do you stand out in your field?
I stand out in my field by combining a deep creative vision with a robust technical mastery that spans commercials, movies, and TV shows. My extensive experience directing over 30 national and international commercials, along with award-winning TV pilots and feature films, has given me a strong foundation in storytelling and a proven track record in both high-budget and innovative projects.
Working closely with actors has been a cornerstone of my approach—I strive to create environments that enable authentic and unforgettable performances. My background as a scriptwriter and Director of Photography further enhances my ability to craft well-structured narratives, ensuring that every frame is purposeful and every scene tells a story.
What truly sets me apart is my recognizable visual style, which fuses the polished appeal of Hollywood mainstream with the nuanced aesthetics of French and European cinema. I continuously push creative boundaries by incorporating advanced techniques—using LED screens, robotic arms, and the Russian Arm—to achieve stunning, cutting-edge visuals.
Q What are you working on right now?
I create and produce short films across a variety of genres. Additionally, together with a team of producers who have worked on movies and Netflix series, I'm developing an exciting sci-fi comedy project. Beyond that, I continue to expand my presence in the advertising market, producing and investing in spec commercials while leveraging and growing my industry connections.
Q What’s your style?
I love creating deeply human, captivating stories with vibrant characters and visually stunning, atmospheric cinematography filled with energy and distinct visual style
Here is my director's reel, which showcases the range of work I've directed.
This is a Mazda commercial I wrote the script for, produced, and directed.
This is a Tony Pizza commercial. I was also the producer, concept creator, director, and Director of Photography. This is a spec commercial I invested in to demonstrate my ability to work in the American market.
Additionally, I directed and shot a short film in the thriller/dark comedy genre. The film received multiple awards at various American film festivals.
Q Out of all your slashies, which one do you wish you could do more often?
Directing Movies, TV shows, commercials
Q What is frustrating you right now?
I move to US not so long time go so I need a time to make more connections and build my production family.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Double-check that everyone has accepted my tasks and knows what to do.
Q What do you wish you could have told yourself, when, and why?
I wouldn't change anything because everything I've done, including my mistakes, has led me to where I am now. I will continue on my path. If I had a time machine, I would love to observe how my favorite directors of the past made their great films.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I would love to host a masterclass with directors like James Cameron to understand what inspired them to continually push the boundaries of the industry, time and time again
Q What kind of opportunities/projects are you looking for?
Commercials, music videos, TV shows, Movies.
Q Describe your ideal job/client/collaboration.
I would love to collaborate with extremely professional and creative minds who are passionate about creating something outstanding. I value trust and constructive conversations, and I appreciate working with people who are as dedicated to their craft as I am.I would love to work with major brands and celebrated artists, with the goal of creating a Super Bowl commercial one day. Additionally, I dream of directing an action comedy film featuring renowned actors, packed with thrilling stunts and a lot of fun.
Q: What is your rate?
My rate for commercials as a Director starts at $5000, and as a DOP, it starts at $2000. However, this depends on the project and the brand. If you have an interesting idea or something that I really need for my reel, we can discuss it.
Q How should someone approach you about working together?
Q Who is a creative you admire?
Dima Litvinov. Colorist and Cinematographer
Arthur Grigoryan, OCU films.
Q Oh! and… how do you stay creative?
Exploring universe, watning movies, traveling
This member profile was originally published in February 2025.