Former Pulse Films director, Alex Motlhabane, has returned to South Africa after an impressive career in the UK commercial directing scene. After working with big brands like Pepsi, Lego, EA Sport, McDonalds, Amazon and Sports Direct and directing award-winning genre-defying music videos for the likes of rappers slowthai and A$AP Rocky and Kojey Radical Alex now brings his international expertise and local flavour to Robot Films. 

Let’s cut straight to it. You can keep reading about Alex’s really cool background in directing or what a great guy he is, or you can watch his work first, which honestly, speaks for itself.  Here’s his music video and commercial showreels but come back here because you’re going to want to keep reading.

Robot’s Executive Producer Liam Johnson says, “Can you imagine my excitement when I heard Alex, The Rest, was returning to SA to put down some roots and reconnect with his homeland? Here was a guy who has grown up and studied in the UK, worked with some of the biggest names in music and brand and despite all the international negative sentiment, chooses to come home and continue and grow his creative journey here. You meet him he’s quiet, yet confidently focussed. Every single piece of his work brings inspiration or joy, with meticulous attention to detail and nuanced dry wit. We’re pumped to be representing him!”

Alex Motlhabane’s filmmaking journey began during his time in the UK where he formed a creative partnership with Lewis Levi under the name The Rest. “Early on, we were drawn to telling raw, emotionally-driven stories, capturing the world in its most unfiltered form,” says Alex. This passion for authentic storytelling laid the foundation for their transition into directing music videos around 2015.

Alex and Lewis’ collaboration helped shape the visual identity of the UK music scene, most notably for artists like slowthai and Kojey Radical. “It was a time when music videos were heavily produced, and we brought a fresh, more lo-fi approach (a stripped-back, raw aesthetic), which was very intentional. We storyboarded everything carefully – it wasn’t just jumping between a few scenes like many videos at the time.” The duo became known for their genre-defying music videos, and eventually, it led to signing with the production company Pulse Films. That method of bold, well-crafted storytelling transitioned perfectly into the commercial space. “I’m never afraid to take risks or create visuals and narratives that cut through the social media clutter. Being culturally aware is always at the heart of what I do”

Alex’s transition into commercials was bloody destiny because he soon directed standout projects for big brands and top British talent. “Music videos taught me so much about clear, concise storytelling. You’re often working with limited time and budget, and it forces you to distil a great idea into a short, impactful narrative. The fast-paced environment also taught me to work quickly and efficiently, especially when working with celebrities who often only had a few hours to shoot. Preparation became key, and that’s something I carry with me into every project. I always make sure I’m over-prepared so that the shoot day runs smoothly for everyone.”

Here are a few of our favourite commercial spots from Alex’s work, but there’s plenty more where this comes from.