Uprising: Alexa Wilson on How “Ideas Are Creatures Independent of You”
“I was a weird kid,” says Alexa Wilson when describing her childhood self. “Perpetually curious and in awe of the world, I’ve always been very interested in the details of everything.” Surrounding her during this time was her “film family” who all had creative careers, and so she explains, “It would be strange for me to try to imagine a timeline where I didn’t end up in film.”
As an avid reader and introvert, books became an escape, that made for easy company. “I struggled to fit in, and so it felt easier to explore worlds through books and my imagination. I had a lot of peculiar interests; nothing was too weird or wonderful,” she says. “As a chronic deep thinker; I’m interested in truth and spend a lot of time trying to find it, but I’m also deeply imaginative and playful which is where I exercise my sense of humour.”
Based in Johannesburg, Alexa’s experiences have given her a unique appreciation of other people’s cultural upbringings. “I’m a mongrel, and growing up as a white South African often meant that I didn’t have a very strong cultural identity to hold on to,” she says. “There’s a sadness to having that kind of nebulous connection to your culture, but it has also allowed me to be an observer; to be fascinated by other people’s connection to culture and identity while feeling quite orphaned myself.”
Growing up and keeping her parents’ careers in mind, she opted for film school. However, Alexa reflects on how traditional learning methods have evolved and made her consider the alternatives. “I’m not sure I’d recommend it to everyone - I don’t think it’s necessary and I feel even more inclined to say this in a world where traditional learning is changing,” she explains, coining the craft of film as a “practical science”. While her own experience was positive, she adds, “It always felt like a slow trickle of information, whereas on-set experience is like a giant ‘Matrix’ download. It’s overwhelming, but the people who make it are adaptable, quick learners.”
Alexa’s first role in the industry saw her dabble in all aspects of production. “I loved being on set. It gave me a chance to observe different departments and see how it all came together as a synchronised machine.”
The process also proved invaluable when she began as a director herself, though her parents working in the industry did prepare her for a very realistic version of events. “My ambitions were never precipitated by a false sense of glamour or delusion about how hard this industry is. I liked the idea of entering an industry that allowed me to get my hands dirty and so when I finished school I had to choose between studying film or archaeology,” she explains.
Alexa also spent a few years on the production side of things, before returning to the idea of directing. When she was certain about the choice, she worked as a creative researcher and director’s assistant in her native Johannesburg, at production company Egg Films. She shares her experience there: “Working with brilliant commercial directors and being allowed to learn from them was probably the best foundation I could have received. It allowed me to work on a huge number of projects with a variety of genius minds.”
Through this, there’s one lesson she learnt early on that provided the perspective she needed - something she still values to this day. The answer? Not becoming too attached to one’s ideas. “Ideas are creatures independent of you; once they’re out in the world we have no control over how they morph and evolve,” she explains. “I think young creatives make the mistake of holding on to ideas long past their usefulness.”
Continuing, she notes that learning from more experienced directors allowed her to move through huge amounts of ideas very quickly, something that has proven invaluable since. “I had ideas shot down, criticised and picked apart. I learned that a healthy level of non-attachment actually leads to better work and I learned to be intellectually agile. I think only deeply uncreative, inflexible and scared people hold onto ideas longer than necessary.”
With this wisdom, Alexa began creating work, the first of which was a campaign for Standard Bank, a well-established name in South Africa. “It was a campaign of heartfelt stories about people moving beyond their fear of failure. I remember feeling really strongly about the messaging.”
Following that, she went on to create a piece of work that would prove to be significant for her career, and that was for Heineken. She explains, “[It] really changed how people perceived my abilities. It also allowed me to exercise a more technical, post-production driven side of myself; something people assume female directors can’t do.”
Today, during every shoot, evoking emotion is Alexa’s key aim, keen to make the audience feel and not just see the message. “Advertising reach and marketing numbers aside, what I love is being able to tell stories that make people feel something. I want to move people.”
How does she achieve this? It’s the process of collaboration that supports delivering the vision. “There are also moments on set, where everything comes together. It’s the part of the symphony where everything makes sense and we’re all making the same piece of music. I live for that feeling. Of recognising and plugging into something magical that is happening in real-time.”
Not only does she want to achieve this magic, but she wants to inject her personality into her work as well. “I am interested in offering a point of view,” she says, “A way of seeing the world that is unique to me, but also universal enough that people feel it’s for them too. I think the most personal things are the most universal. I want people to be able to experience something as if for the first time, to see themselves through the characters and the worlds I bring to life.”
There can often be limitations to getting your work seen and heard, however. As Alexa puts it, “Bureaucracy is the killer of all creativity.” Nevertheless, as someone who is totally uninterested in the politics of advertising, her focus is on the work, the work, the work. She holds her values high, explaining, “If I believe in something, I will fight for what’s right, and not what’s easy.”
This attitude of pushing for what’s right also means that she’s also a strong advocate of seeing under-represented demographics in the industry. “I feel so excited and positive about women and female-identifying filmmakers telling stories that matter to them, and brands that care about their audience.”
Moreover, she firmly believes that “Creativity is generous and abundant by nature,” and that while some can play into the hands of green-eyed monsters, “stinginess and creativity can’t live together.” Finding the time to support younger creatives is how Alexa plays her part in encouraging this positive creative culture.
Alongside her feelings about collaboration, with the increase in awareness of ethical issues, she feels that it’s important to remember that consumers are savvy, and increasingly choose to support brands that align with their own ethics. “Audiences want to associate with brands who care about our future beyond just a capitalist approach to consumption,” according to Alexa, and that’s where advertising needs to step up to the plate.
But inspiration is everywhere, and when it comes to what Alexa is inspired by, it’s the Instagram @deathtostock account, international director Ian Pons Jewell – whose tone of voice she appreciates – and also the roster of directors at Darling Films whom she looks to for inspiring, experienced hands in the game. “I love being able to learn from more experienced creatives - I hope I never lose this openness to knowledge,” she says.
When the working day is said and done and Alexa takes some time for herself, she says, “I am a strange creature that needs a lot of alone time.” Still keeping up with her childhood reading habits, she also keeps her pulse on the new tech advances such as AI platform Midjourney – “My latest obsession is generative AI and I can spend hours tinkering with Midjourney trying to bring to life my weird ideas.” Her interests have led her to the creators @mulchworld @phantom.limbic @psymulate who she keeps a close eye on, while she creates her experiments on @al3xawilson.
Living in such an information-driven age with everything at our fingertips, she explains, “I want to be bombarded by beautiful/interesting images and emotion, and we’re lucky it's so readily accessible. I have been and will always be obsessed with the directing duo Daniels. Their ability to move across music videos, advertising and film is inspiring, while still retaining their chaotic, humorous but poignant point of view.”
However, it’s also important for Alexa to find herself surrounded by nature from time to time. “It’s the antidote to the poison of modern living,” she says, “It also allows me to feel awe; an essential emotion for survival as far as I’m concerned.”
Alexa concludes with this: “My motivation is to always go deeper. Whether professionally or personally. I feel like a thousand lifetimes wouldn’t satisfy my curiosity of the world and that’s what keeps me engaged and interested in doing more and experiencing more.”
