Eric Alexandre’s primary artistic goal has always been to achieve a level of expression with visual imagery that would communicate everything that could be communicated, and in the process, discover and master the medium that would do just that.

Hailing from a fashion photography background, having spent 6 years in Paris, assisting fashion photographers, Eric’s first assignments in New York were with modeling agencies Elite, Wilhemina, Karin, IMG, Company, Boss, etc. His visual style won him the 1997 TIMMY Awards for "Best Photographer" in New York.

It was during this period in the mid to late 1990’s that Eric began to experiment extensively with film and video media. He shot and directed his first music video, “Strawberry Rose”, on 35mm film for the “Le Bain Douche/Queen” Parisian singing sensation, Bamboo. Immediately after, he broke into the video fashion world when he was hired by The Fashion Association in 1996-1997 to direct and shoot the Men’s and Women’s Spring/Fall Collections. A string of fashion show videos followed which included shows from BCBG, Amer Kamal, Epperson etc.
Having successfully crossed over to video, Eric was approached by different agencies to direct and shoot numerous promotional and corporate videos, amongst them, the New York Times’ “Expect the World” video; Supermodel Frederique Van der Wahl’s lingerie collection, “Frederique Q”; the Elite Model Look official promo video, Dutch designer Anet Meyer’s controversial chips-and cookie-wrap collections etc.

Eric’s experimentation with lighting, textures, color schemes and motion led to him mixing both film and digital media in his photography, which needless to say, added an extra dimension to his work. His photography credits in New York include the covers of trance-bible mag, Mixer, which featured Netwerk America’s electronic-music phenom BT, Atlantic Records’ renowned DJ Skribble as well as STUD!O K7’s Manchester duo “Rae & Christian”, etc.

Believing that Asia is poised to be the next "happening" media/fashion hub, Eric based himself in Singapore in 2003 shooting television commercials and stills regionally. Amongst others he has shot print campaigns for Phillips cell phone, French couture line Lolita Lempicka, and directed TV commercials for Olympus, FANCL, L’Oreal, Wings, BMW campaign, MediaCorp Radio, the Singapore Fashion Festival, as well as the Honda "New Jazz" commercial which clinched a 2007 Silver Award in Australia and the CC Sound Factory music video which has won ‘Best Music Video’ awards in both European Multimedia Arts Festival and the Toronto Exclusive Magazine Awards.
In 2005 Eric set up IKON, a Creative Media Consultancy primarily focused on the creation of high quality advertising, to help companies advertise more effectively, both in terms of outlay and returns. On the principle that creative directors should deliver tangible results, Eric successfully helped to implement production, advertising and marketing strategy with a client portfolio that includes Fashion TV (FTV), F1 Powerboat, Jacques Dessange, MediaCorp Publishing and Radio, Ming Pao Group (HK), Panasonic, Daikin and MRA Media Group in Jakarta amongst others.

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