est. 2014

I'm a Canadian director and creative producer specializing in commercial and music content, with a foundation in artist development and brand storytelling. I founded The Trenches in 2014 to help musicians build sustainable careers through high-impact visual strategy — and that same thinking now drives everything I do on the commercial side.

My approach is both creative and operational. I make decisive storytelling choices on set and build in flexibility for my team, with an eye toward maximizing what we can do in post. Every project gets treated as a long-term asset, not just a deliverable.

My music videos have featured artists including Big Wreck, CrazyEightyEight, Red Handed Denial, Juke Ross, Cole Rolland, Rarity, and Nik Nocturnal, racking up multiple millions of views across platforms.

On the commercial side, I've developed content for brands and organizations including Warped Tour, Toyota, Hasbro, HGTV, BelairDirect, CIBC, TIFF, and Merrithew. My work spans campaign concepting, production leadership, and post-production oversight- always with a focus on scalable video that drives real audience engagement.

-Alex McFarland