In spite of coming from a family background steeped in construction and property, Alex found his calling in filmmaking from an early age, and this passion manifested itself throughout his education. He excelled in the Media Studies department at school, going on to produce videos for the department and scoring perfect marks in all practical assessments. Being the top University for that particular subject; going to the University of East Anglia, in Norfolk, seemed an obvious choice, and it was there that Alex became heavily involved in the student television station and met current business partner; Ryan Stone. This practical outlet, coupled with both film, marketing and business knowledge gained from the degree formed the perfect foundation for Lambda Films’ formation.
Nowadays, Alex focuses on business development which has recently seen the company move into much larger premises in the centre of Norwich, and make major inroads in several specialist sectors. The company is also winning new video prodcution contracts outside of Norfolk, expanding into Cambridge and Essex.