The Trenches
est. 2014
ALEX MCFARLAND is a Canadian music video and commercial director. A multi-disciplinary filmmaker and Music Business alumni, he established The Trenches to assist in the development of musicians. With an extensive background in cinematography and post-production, he possesses a distinctive ability to make impactful storytelling decisions on set while allowing for maximum adaptability for his crew and during the editing process.
Some of his most noted music videos feature artists such as CrazyEightyEight, Red Handed Denial, Juke Ross, Cole Rolland, Nik Nocturnal, as well as dozens of other artists across multiple genres- collectively reaching several million viewers online. He has also created commercial content for brands like Warped Tour, Toyota, Hasbro, and Coalition Music, HGTV, BelairDirect, Boketo Media, CIBC, Clutch.ca, Connected Care, National Speakers Bureau
SERVICES
• Music Videos
• Commercials
• Advertising Videos
• Corporate Communications
• Testimonials
• Brand Storytelling & Documentary
• Product, Service Demonstration & E-Commerce
• Event Coverage
• Social Media Content
• Real Estate
• Minor Animation & Motion Graphics
Alongside comprehensive project management, I offer each phase of video production as standalone services:
• Producer
• Video Director
• Director of Photography / Videographer
• Video Editor
• Social Media Marketing Coordinator
• Project, Product, and Brand Marketing Coordinator
PROCESS
PRE-PRODUCTION
Setting the Foundation for Success
From initial conceptualization to planning logistics, I guide projects with a focus on cohesive storytelling and efficient preparation. Services include client and talent relations, storyboarding, team assembly, and pre-production strategy to ensure a seamless transition to production day.
PRODUCTION
Bringing Ideas to Life
With expertise in directing, camera operation, and lighting and audio management, I lead productions with an adaptable approach to capture every detail. Equipped with a comprehensive video and photo kit, I ensure every shoot runs smoothly while creatively pivoting as needed to capture the best moments.
POST-PRODUCTION
Delivering a Polished Product
I provide full-service editing, including colour correction and optimization for both long and short formats. Specialized in vertical content for social media, I deliver a complete campaign package that’s prepared to build excitement and engagement before and after a release.
SOCIAL MEDIA & VIDEO MARKETING STRATEGY
Strategic Content that Drives Engagement
I collaborate with clients to create targeted content strategies aimed at reaching new audiences and enhancing engagement. Whether boosting brand awareness or supporting a specific call to action, I design a tailored approach that aligns with each client’s unique goals.