est. 2014

ALEX MCFARLAND is a Canadian director and creative producer specializing in commercial and music content, with a foundation in artist development and brand storytelling. A Music Business graduate and multidisciplinary filmmaker, he founded The Trenches to support musicians in building sustainable careers through high-impact visual strategy.

With deep expertise in cinematography and post-production, Alex approaches every project through both a creative and operational lens. He makes decisive storytelling choices on set while engineering flexibility for teams and maximizing long-term value in the edit. His work consistently bridges artistic vision with strategic execution.

His music videos have featured artists including Big Wreck, CrazyEightyEight, Red Handed Denial, Juke Ross, Cole Rolland, Rarity, and Nik Nocturnal, collectively generating millions of views across platforms.

In the commercial space, Alex has developed content for brands and organizations such as Warped Tour, Toyota, Hasbro, Coalition Music, HGTV, BelairDirect, CIBC, Clutch.ca, TIFF, and Merrithew. His experience spans campaign concepting, production leadership, and post-production oversight, with a focus on creating scalable video systems that drive audience engagement and brand growth.