Director Alex Nazari brings a distinct perspective shaped by his Armenian American upbringing in Los Angeles, blending cultural heritage with contemporary storytelling. His directing style focuses on authenticity, weaving documentary aesthetics with narrative fluidity, and a touch of surrealism to create visually compelling worlds. Known for crafting hypnotic, evocative scenes that blur the line between reality and imagination, Alex captures the bold energy and sophistication central to this campaign. His visceral, cinematic approach has drawn the attention of hip-hop icons like Travis Scott and Future, as well as luxury brands such as Versace, Acne Studios, Hugo Boss, and Rolls Royce.