Alec Minimalec

I came across the story of a man who lost his leg to cancer and decided to start running again — not to prove anything, but to raise awareness.

What stayed with me wasn’t the loss. It was the decision to keep moving.

That thought shaped this piece.

The idea isn’t about difficulty,...

I chose water because it’s the most basic thing we all need. It felt like the most honest product to work with. Everyone needs it, everywhere — no matter the context.

FIJI Water felt like the right choice because the brand is already tied to origin and place. It carries a sense...

Clients: “Do you have enough experience?”

Me: makes a stupid funny video about it

First one this year!