“What I love most, is getting the chance to blur the line between the online and physical worlds.”

Pushing the boundaries of traditional entertainment and social gaming while re-defining the ruless of digital and real-world play, Alex serves as both Creative Director and Lead Experience Design Director for 42 Entertainment's award winning projects. From sending scores of Batman fans to mysterious locations where mobile phones were buried inside Joker-themed cakes, to leading players through a scary dilapidated warehouse leading to an ultra-secret Nine Inch Nails performance, Alex is constantly searching for new ways to immerse audiences and weave them into fiction. He pioneered immersive storytelling techniques that blend the digital and real to create "events" in fictional worlds that

attract massive participation. Alex believes transmedia entertainment is a true art form and loves innovative storytelling. Prior to 42, Alex was the founder and Chief Creative at 3Pin Media-a new media entertainment agency serving clients like Microsoft, Warner Brothers, Boeing, ESPN, Nickelodeon, ABC, Disney, and more-the Vice President of Creative at Lightspan Inc. working on innovative learning solutions-Creative Director at Mutation Labs, and one of the founding members of Disney Online where his team pioneered the very first use of Flash for web design, animation and game development.