Hi Alex, tell us something about you and your background.
I was born in Italy, specifically in South Tyrol. My parents gave me a GoPro a few years ago and I started using it one winter while I was skiing with my friends, after that my first video was born. From that moment my passion for photography and videos has increased exponentially!
I grew up surrounded by my home mountains that for me have always been obvious, the ordinary and classic background of all my days. This changed when I started traveling around the world and getting interested in photography. From that moment on I began to look at my mountains with a different eye, and for me they became beautiful. The way I approached those peaks was different, I had to move away and then return, but I strongly believe that what really matters is not just arriving at a place, but simply getting there, “the journey is more important than the destination.”
How did your collaboration with adidas TERREX start? Tell me something about the Ups and Downs video project.
Our collab started this year. Adidas saw some of the videos and photos I took while hiking in the mountains, the brand liked them and then decided to support me in these explorations and experiences. My intention was to show the mountains to people also through social media. I love the mountains because it is a world still untouched and pure that helps me to find a balance when I need it.
When adidas TERREX asked me about my ups and downs, I decided to tell my story, how it all started for me. So I referred to my ups and downs in a somewhat different way and I began to reflect on my whole life and career. I had many downs in my life, times when I was not happy and I did not want to do anything. That was exactly the moment when I started thinking about going to the mountains to take some pictures. We live in a world where social media are becoming more and more popular every day and it’s even more difficult to find time for ourselves. In this sense, for me, hiking in the mountains has become my “no wifi zone”. This experience was my up, it gave me back the desire to do and experiment!