Alex Nikolov and Alex Moli are Lexa, an independent creative agency with clear pillars: underground culture, inclusivity, collaboration within the community, and the desire to be a loudspeaker for alternative voices in the scene. With a natural ability to detect cultural movements and relevant narratives, Lexa amplifies the interesting ideas of the contemporary conversation.
Their work combines PR, production, strategy, and talent management for brands, artists, events, and institutions. Among their collaborations we can find names such as BB Trickz, Candela Capitán, Converse, Desigual, Loewe Perfumes, Nike, Resident Advisor, Soho House, and Two Jeys, among many others.
We interviewed Alex Nikolov and Alex Moli during the photo shoot for the 10th anniversary campaign of Moritz Feed Doc, with Félix Valiente behind the camera.
You are two young professionals leading a project that is expanding unstoppably. What level of demand is required to work in this profession today?
(AN) The crucial thing is to start from a good intention, from an attentive attitude. Every day is a roller coaster, you interact with many people and that is very motivating. Having a good disposition towards others, a genuine interest.
How does that daily work translate to social media, a showcase where you only have a few seconds to make a good impression?
(AM) It has been quite a journey, and we are still on it. What we have learned over time is to work with foresight, to sense what is going to stand out and enhance it. Before it was more like “we do it and then we see”; now we plan. We also like to be natural and to transmit that energy. We spent five years without a website, and in the first years we worked a lot through word of mouth.
Where do you see yourselves in a decade?
(AN) The dream is to have offices in Europe, Asia, and America. To grow in an authentic way and very much in contact with the territory. In that sense, the team is everything. It’s the most difficult thing, finding who to surround yourself with, but it’s the only way to grow. We have always had amazing teams. We like to delegate and today we can already do it without suffering. With clients we like to assert our value, but we are fair and we give a lot in return.
(AM) We also do things where the interest is not so much economic as it is personal or cultural. We like to support projects we believe in. At the beginning we couldn’t do that, now we can. We allow ourselves those pleasures.
Which documentary from this edition would you recommend?
