ABOUT
GHOST
Alex "Ghost" Hernandez is a self-taught Photographer and Art Director whose work lives at the intersection of passion, purpose, and cultural storytelling. Raised in Oakland, a city known for its artistic depth and unapologetic self-expression, his creative roots were shaped by his exposure to graffiti, street culture, and the vibrant textures of his community. These early influences continue to inform his approach to art direction and photography today—centering lived experiences, individuality, and honest visual environments.
What began as a personal exploration behind the lens soon evolved into a career leading creative campaigns for some of the world’s most recognized brands. His work spans collaborations with Formula One, the NFL, MLB, Jordan Brand, Nike, Adidas, and more—always with a focus on building visuals that resonate on a cultural level.
Ghost has played a hands-on role in the conceptual and development process—crafting storylines, shaping visual identities, and translating ideas into meaningful, lasting imagery. Known for his thoughtful manipulation of light, color, and set design, he brings vibrancy and depth to every frame, balancing both nostalgia and modernity.
His work has been featured in Billboard, Forbes, and Beyond The Streets Magazine, and has earned him a Clio award. Whether behind the lens or leading creative direction, Ghost remains committed to filling the void in representation and amplifying the stories that deserve to be seen—always striving to turn inspiration into tangible, cultural impact.
Through deep collaboration and intentional brainstorming, I aim to craft ideas that resonate emotionally and culturally. This phase ensures that every detail, from story arcs, boards and visual themes, reflect the heart of the project and connects meaningfully with the viewer.
By grounding my approach within representation, I strive to build a connection between the audience and subject, bringing stories to life with honesty and impact.
CREATIVE CONCEPT
My visual style is grounded in capturing life as it unfolds— unfiltered and full of emotion. I began shooting in the streets, where every frame told a story of my environment, my people, and my culture. This foundation has shaped my style within commercial and campaign work, where I try to bring the same honesty and energy to each project. By blending the candid intimacy of street photography with the refined vision of commercial storytelling, I produce imagery that feels alive, relatable, and timeless. The ultimate goal: a frame that holds the true reflection of the subject's world that I'm representing.
PHOTOGRAPHY
Bringing concepts to life through intentional visual storytelling. Art direction is about shaping the world around the subject.Designing sets, curating environments, and guiding the creative language to ensure every detail supports the story being told. The focus is on building spaces that feel honest, culturally connected, and visually compelling, whether through physical design, lighting, or graphic elements. Growing up in Oakland shaped an early understanding of creative form and composition. That foundation continues to influence the way I approach production and creative work today, blending raw, lived-in textures with thoughtful, modern design.
ART DIRECTION
COLLABORATORS
