Creative Director | ITV

Hi, I’m Alex Mathieson and I love making things, and for the past 18 years I have been working in the TV industry learning to do just that. I started in live TV but then moved into promos, working for brilliant companies like Channel4, E4, FilmFour, MTV & ITV2. For the last 3 years I've been the creative director of ITV2 / ITV4 & ITVbe. Managing a team of creatives. I've won a few awards and been part of some brilliant projects but still feel I have loads to learn.

In my spare time I make horror movies... because horror films are awesome.


What was your very first job? What does it feel like to look back at it now?

Paper shredding, for a parents friends company. The amount of paper cuts I got was insane but I was really proud to be earning money

Please describe, in your own words, what your current job is and what work it entails.

I’m the creative Director for ITV’s digital channels, managing a team of creatives to make the best on-air / print and social campaigns as possible for their content and the brand. I also write, edit and direct as part of my duties. 

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? and which train of events did bring you to where you are today?

I knew from an early age I wanted to make Film and Television, I was obsessed as a kid seeking out the rarest films I could get my hands on.  But my start in the industry was fortuitous. Winning a televised runner competition at Channel 4, (Live on TV) straight after university. Once in the door I searched tirelessly for the job that would satisfy me most and when I discovered 4Creative I was sure that’s what I wanted to do.

In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?

Ideas can come from anywhere, usually from repurposed personal experience, so in my opinion, being creative requires total curiosity. Always seeking out new media and experiences to enrichen your own personal experience. Film, Art, Music, Travel. adventurous creative often comes from adventurous minds.

If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?

I’ve loved so many projects I’ve done, and so many are better crafted, but here’s one that defines me well. It’s a live advert I shot a few years back. For the Launch of the Midnight Beast on E4. It combined everything I love: Physical props, music, ninjas, Choreography and a Live Audience. It was ridiculously fun to make. That’s my mantra now. If you’re not having fun you’re not doing it right.


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