Commercial Production Company Cap Gun Signs Director Alex Grossman

Well-versed in the commercial world, Grossman began his career as a copywriter in the Bay Area first at Butler, Shine & Stern and later at Goodby, Silverstein & Partners. After a decade of creating award-winning work for brands like E*Trade, eBay, and Got Milk?, Alex pivoted to commercial directing and made a name for himself in the comedy space, directing humorous work for brands including Dodge, Popeye’s, Jollibee, Jagermeister, and Moe’s Cantina.  

For Grossman, directing seemed like the most powerful way to see his visions come to life.  “The combination of artist/coach/motivator appeals to me,” he says. “I quickly learned you don’t have to be the best at every aspect of filmmaking, but you need to be passionate about learning, confident in your taste, and eager to collaborate.”

Based in LA, Grossman is a fixture in the improv and stand-up comedy circuit and stars in his latest feature film, That’s Funny, which will be released by Good Deed Entertainment in November of 2023.  Humor is also what led Grossman to Cap Gun.  “I met Matt and was smitten by his love and knowledge of comedy,” says Grossman. “He comes from the same world as me, so there’s a shared language. Not least of which is the improv idea of “yes, and.” He’s always trying to make the idea better. And I love how buttoned up Marisol and the rest of the team are as well. They know this is a business, but it’s one where we can, and should, still have fun.”

“Alex is super funny and talented,” says Cap Gun Managing Director Matt Abramson. “But his drive and passion for filmmaking and comedy, and the way he’s been able to create his own film projects and make them a reality impressed us the most.  We’re excited to see what he does next.”

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