Some directors make films.
Joe Alexander makes decisions that move emotions.

Based in Dubai, Joe is a self-taught film director and producer with 15 years of production experience across the UAE. He specializes in grounded drama and psychological exploration. His narrative films – including Vera, What We Leave Behind, and DETERMiNED – have won international festival honors, including Best Director and Best Screenplay.

As the founder of the Dubai-based video production agency RSN8, Joe applies his cinematic approach to commercial campaigns for global brands such as Ford, IKEA, and DHL. He is a recognized creative leader in the region and holds UAE Golden Visa status for arts and culture.

CR8iV

I’m also the founder of CR8IV, my original-content label. High-gloss, mobile-native episodic drama, built for the way people actually watch now. Our flagship series, The Misguided Guide to Men, is a 9-episode romantic comedy shot in 48 hours across multiple Dubai locations, and launched as a full campaign, not just a show, across Instagram, YouTube, and TikTok.

CR8IV pulls from across Dubai’s creative scene: local musicians scoring the series, painters and visual artists shaping its look, performers with theatre backgrounds on cast and crew. It’s proof that Dubai can be a production base for vertical drama at scale, not just a backdrop for someone else’s.

Watch The Misguided Guide to Men → CR8iV