Axel Alarcón
Creative Production & Brand Strategy
Creativity with heart and intention.
I tell stories, build systems, and bring people together to make ambitious ideas real, one campaign at a time.
About Me
I’m Axel Alarcón, a creative director, filmmaker, and co-founder of Cinetailor. For over eight years, I’ve helped brands grow through emotionally driven content and production that balance ambition with execution.
As the son of Mexican immigrants and the first in my family to graduate college, I learned early the value of grit, adaptability, and community. Those lessons are the reasons why today I lead with empathy, clarity, and a deep respect for the people behind the work.
I started my career behind the camera, but what I really fell in love with was everything that surrounds it, including the story, the process, the strategy, and the systems that turn good creative into something great.
As the first creative hire at Middle Way Marketing, I helped scale the team from two founders and myself to twenty-five people, while directing and collaborating with dozens of contractors. I led hundreds of campaigns for brands across the country before co-founding Cinetailor, a creative studio built on a passion for storytelling, craftsmanship, and finding the sweet spot between creative flow and operational precision.
I’m at my best when I’m helping teams stay grounded in the story while moving fast toward the goal, balancing creative freedom with structure. I love being in the room where ideas take shape, and I care deeply about building creative cultures that are kind, intentional, and ambitious.
I’m currently exploring new opportunities to collaborate with growth-minded teams who value creative clarity, craftsmanship, and meaningful storytelling.
Selected Work
Middle Way Marketing
InMode
Retainers For Life
Fast Friends Beer Co.
Celzo Corp.
Creative Leadership, Brand Development & Digital Campaign Strategy
Client
Middle Way Marketing
Date
07/2019 - 08/2025
As the first creative hire at Middle Way Marketing, I helped scale the company from two founders and myself to a 25-person team — building the production, post-production, and marketing departments from the ground up. I led hundreds of campaigns across healthcare, wellness, and consumer brands, overseeing creative from concept to launch.
Beyond client work, I shaped Middle Way’s internal brand voice and social media presence, guiding the founders through a full brand discovery process to define the company’s mission, visual identity, and messaging. I designed the website, brand guide, and marketing collateral used across all campaigns, and launched the agency’s first brand content series and ad campaigns — positioning Middle Way as a trusted, high-performing growth partner.
I directed and oversaw every stage of video and photo ad production for both client and internal campaigns — from strategy and scripting to filming, editing, and optimization. I also collaborated closely with the paid media team to analyze creative performance and refine campaigns for stronger engagement and ROI.
Impact:
Scaled the creative team from 3 to 25 employees and built foundational systems for production, brand, and marketing.
Led creative direction and execution for all in-house media and social campaigns, elevating brand recognition and authority.
Delivered campaigns and performance-optimized ads that strengthened client relationships and retention.
Established a repeatable framework for creative production that balanced strategy, speed, and storytelling.
National Creative Campaigns & Production Leadership
Client
InMode Aesthetics | Middle Way Marketing
Date
07/2019 - 08/2025
Through our partnership with InMode, a global medical technology company, I played a direct role in producing and directing creative content for more than 100 medical practices nationwide — and helped scale creative direction, training, and production systems that impacted over 1,000 practices across the U.S.
I led end-to-end production for InMode’s device portfolio, including EmpowerRF, a national product launch that blended cinematic storytelling with clear, educational messaging. From concept development and shot planning to editing direction and vendor management, I helped define how the brand and its partners told their stories visually.
Beyond campaign work, I produced PR video assets and managed event capture and promotion for InMode’s annual summits — coordinating multi-camera crews, managing budgets and schedules, and ensuring all content aligned with brand voice and launch strategy.
To sustain quality and scalability, I helped build a nationwide contractor network — training videographers and editors, developing production guidelines, and creating editing frameworks that ensured consistency across all markets.
Impact:
Directed and produced campaigns distributed across hundreds of medical practices nationwide.
Delivered launch, PR, and event content that increased brand visibility and sales adoption across key markets.
Developed production systems and training used by contractors serving over 1,000 practices nationwide.
Supported cohesive brand storytelling through video, print, and digital content at a national scale.
Additional Links:
Customer Experience Video Series & Support Content System
Client
Retainers For Life | Cinetailor Creative
Date
03/2024
Retainers for Life wanted to elevate the post-purchase experience for patients receiving orthodontic retainers through their subscription model. I led the concept, direction, and production of a customer onboarding video series that transformed how patients interacted with the brand — from unboxing to everyday use.
Each video was strategically designed to build trust and reduce support friction. The main “What to Expect” video was paired with a series of FAQ and care videos, all accessed through QR codes placed directly inside the packaging. I oversaw the creative direction, scripting, production, editing, and delivery, ensuring the tone aligned with both partner orthodontists and end users.
To support scale, we built an internal content system for Retainers for Life to easily update or adapt future videos across clinics and partner networks. This framework streamlined communication between the brand, orthodontists, and patients — creating a more consistent and human onboarding experience.
Impact:
Reduced customer support call volume across hundreds of partner orthodontic practices.
Elevated the unboxing and onboarding experience, increasing customer satisfaction and trust.
Created a scalable video content system to support ongoing updates and clinic-specific use.
Strengthened Retainers for Life’s brand credibility as a patient-first, innovative dental solution.
Additional Links:
Event Marketing Campaigns, Content Production & PR Assets
Client
Fast Friends Beer Co. | Cinetailor Creative
Date
04/2024 - 06/2025
Fast Friends Beer Co., an Austin-based brewery known for its community-driven brand, partnered with us to bring their anniversary celebrations to life — two years in a row. I led the creative strategy, production, and delivery for both the 1st and 2nd Anniversary Campaigns, developing content that captured the brand’s warmth, energy, and personality while driving attendance and engagement across every channel.
Working hand-in-hand with their internal marketing team, I directed and produced a full suite of videos, photography, and PR-ready assets designed for social, email, and press outreach. Each campaign was built around storytelling — showcasing the people, culture, and craft that make Fast Friends unique.
From planning and shot lists to editing and post-delivery asset management, I managed the entire creative process end-to-end. Both campaigns delivered cinematic visuals with strategic consistency, giving the brand a cohesive identity across multiple years while providing evergreen content to fuel future marketing efforts.
Impact:
Achieved record-breaking attendance and sales for both anniversary weekends — exceeding prior event turnout.
Generated exponential growth on Instagram, establishing a consistent and professional brand presence.
Delivered professional photo and video assets that were published by local outlets and PR partners, amplifying reach.
Built a reusable content library and campaign framework now used to promote ongoing brewery events and releases.
Additional Links:
Brand Storytelling, Content Production & Community Strategy
Client
Celzo Corp. | Cinetailor Creative
Date
08/2025 (ongoing)
Celzo, a Mexican-inspired sparkling agua fresca brand, wanted to transform its social presence into a cohesive, story-driven platform that could grow community and brand loyalty. I partnered directly with the founders to develop their content strategy, brand voice, and production framework — blending cultural authenticity with modern, lifestyle storytelling.
I led creative direction and production across video, photo, and UGC content, designing a system that tied every asset back to Celzo’s brand pillars of Culture, Community, and Celebration. From scripting and casting to location scouting and editing, I oversaw the entire production process to ensure a consistent and elevated visual identity across TikTok, Instagram, and email campaigns.
We built a recurring campaign structure to keep the brand top-of-mind: monthly production sprints, community-driven post series, and influencer collaborations that highlighted Celzo’s humor, warmth, and heritage.
Impact (in development):
Established a cohesive social media presence and storytelling system across all major platforms.
Launched the brand’s first integrated video campaign, resulting in significant audience engagement and inbound retail interest.
Helped position Celzo for expansion into new distributors, including Central Market and Cinépolis partnerships.
Defined a scalable content strategy that connected cultural storytelling with community-building.
