Alex is a beauty film that explores the fractured experience of self, the loneliness of masquerading as someone you are not, and the simultaneous terror of losing who you were. It moves through a visual world that feels both familiar and deeply unsettling, a place where the desire to transform and the fear of erasure exist in constant tension.

The styling draws from the eerie perfection of the Stepford housewife and the polished aesthetics of the 1950s. Silk and soft pastels are lit against dark, obscure shadows, creating a visual language borrowed from 70s horror and film noir. The result is a short fever dream, beauty rendered as something uncanny, identity worn like a mask that won’t come off.

Alex does not offer resolution. It lingers in the question of what happens when we can no longer tell the difference between who we are and who we pretend to be.

Director Maria Lax

Stylist Efe-I

Beauty Direction & Make-up Kim Brown

Talent Alex Ben Ami

Producer Katie Reid 

Production company Art Practice 

Casting Paul Isaac 

Hairstylist Maarit Niemela 

Nails Charly Avenell

Editor Matt Nee 

Music Composition, Sound Design and Mix Kaspar Broyd 

Camera Operator Cameron Ward 

Camera Assistant Arthur Andre

Audio Post Production – String and Tins 

Audio Producer – Laura-Leigh Smith