5 Minutes with... Alex Tyree
Adobe Firefly is a proud supporter of LBB. As part of the sponsorship of the ‘5 Minutes with…’ channel, we spend time with some of the most innovative and creative minds in the industry.
Today, we speak with Alex Tyree, creative and strategic director at SpikeDDB and founder of Feel the SPACE, an emerging music community and curation company. A musical artist in his own right, Alex has applied his creativity not just to the commercial world with Spike DDB, but also to The Creative Collective NYC, where he helped develop and popularise #CultureCon, a conference for creatives of colour.
After starting his career in sales and account management at Kraft and then Mondelēz, he ties his business savvy with his drive to create powerful, socially conscious brand stories, working with the likes of Cadillac, Brooklyn Brewery and more.
Speaking to LBB’s Ben Conway, he discusses how his musical childhood taught him about storytelling, compassionately empowering the next generation of Black talent, and why authenticity can’t be faked.
LBB> What creative content inspired or interested you most when you were growing up? Music clearly plays a big part - where did that begin?
Alex> Growing up, I was always surrounded by music. Coming from a very religious and musical family, music has been at the centre of my world for as long as I can remember. My religious background limited my exposure to different genres of music - primarily gospel was played in my household - which piqued my curiosity to discover other genres and cultures. I remember being particularly fascinated by how music could tell stories and evoke emotions. That fascination planted the seed for my artistic journey.
Music has always been my go-to source of inspiration, but I was also deeply influenced by film. When I was young, my brother and I would go to the local library every summer and rent a broad range of films, furthering my fascination with storytelling through different mediums. This combination of influences from music and film has profoundly shaped my approach to creativity.
LBB> Tell us briefly how you got into the world of marketing and creativity - how did the transition from brand-side account management to a creative/strategy lead come about?
Alex> For me, creativity has always felt innate - something I've seen in my mother, siblings and extended family. Initially, marketing wasn’t where I saw myself landing professionally until I better understood how creatives power the industry. I wasn't aware of all the behind-the-scenes roles that contribute to developing the amazing campaigns I’ve always admired. Programmes like The Marcus Graham Project helped expand my awareness and shifted my gaze towards advertising, specifically.
Starting on the brand account side gave me a deeper understanding of the business and allowed me entry into the rooms where I could eventually prove my creativity. I’ve always known myself to be creative, but this experience provided a solid foundation in the business aspects of the industry. Consistently creating on my own outside of the industry also helped me develop a greater confidence; that further established my creative role within the industry.
LBB> You’re a creative and strategy director at Spike DDB - what was it about Spike Lee, other leaders and the philosophy at this agency that attracted you?
Alex> I always admired how Spike Lee used his artistry to bring raw, unapologetic stories to life. To this day, I’m inspired by his fearless pursuit to pave an unconventional path into storytelling. As I go through my daily life, I intend to do so artfully - in my work, with my passions, and in my play.
Building off his foundation, we at Spike DDB are continuing that path. Our agency has a unique focus on creating culturally relevant and impactful work. Every day I feel challenged to create powerful, socially conscious brand stories; during my time here we’ve been able to cultivate a culture where everyone’s unique perspective contributes to bold ideas that move people.
LBB> What are some projects that you’re proudest of from your time at Spike DDB? Tell us a bit about them!
Alex> One of the projects I'm proudest of is the work we did with Brooklyn Brewery. Co-writing a global campaign, we brought the world to Brooklyn through the brand’s eyes. And since its launch, the success of this campaign is bringing Brooklyn Brewery to the world.
The work we've done with Cadillac over the years also holds a special place in my heart. We’ve created award-winning campaigns like ‘Black Future’, featuring Killer Mike, and two different Escalade reveal campaigns featuring Big Boi and Spike Lee. Most recently, I was able to curate a beautiful collaboration between my music community, Feel the SPACE, and Cadillac at the ABFF 2024. These projects have allowed me to merge my passions for music, culture and storytelling in a meaningful way.
LBB> With Feel the SPACE, you host ‘intimate music moments’ to unite people. Why is this mantra so important in today’s creative world? How does it feed into your work in the advertising industry?
Alex> Feel the SPACE was born out of a desire to create genuine connections through music. In today’s fast-paced world, those intimate, shared experiences are more important than ever. They remind us of our common humanity and the power of music to bring us together. This mantra feeds into my advertising work by reinforcing the importance of emotional resonance in brand storytelling. It’s all about creating moments that matter.
In an age where so many of us are seeking more meaning in our lives, it’s my hope and desire that Feel the SPACE is a platform for that discovery. I believe brands have a responsibility to point people towards the feeling of being part of something bigger than themselves.
LBB> You’re certainly a busy person - outside of Spike DDB, you’re an artist, you’re working on Feel the SPACE, even starring on TV. Do you ever get some down time to yourself? What do you like doing to relax, re-centre yourself, or refresh your creative influences?
Alex> It's a busy life, but I do make sure to carve out downtime. I’m continuously looking for new ways to push myself creatively, so I also must be deliberate about creating time for rest. When I need to relax and re-centre, I regularly lean into my journaling and meditation practices.
I love spending time in nature, touching grass in the park, biking, working out, or playing sports - I recently joined a Kickball League. I also enjoy reading and exploring new music genres. These activities help refresh my mind and provide new sources of inspiration.
LBB> You have an ability to help brands develop in an authentic and culture-facing way - whether that’s Brooklyn Brewery, #CultureCon or Cadillac. What is the key to helping a brand reach audiences authentically, and make a cultural impact today?
Alex> The key to helping a brand reach an audience authentically lies in understanding and respecting the culture you're engaging with. The ability to tell genuine stories comes from having a genuine curiosity first. You then must be able to see yourself in someone else's shoes. It's about ensuring that the message aligns with the values and experiences of the community.
Collaborating with voices from within the culture is crucial to creating work that resonates on a deeper level. Authenticity can't be faked; it can only be felt. By genuinely connecting with the culture and the people within it, brands can create impactful and meaningful experiences that stand out.
LBB> After working with The Creative Collective NYC and at Spike DDB, what would you say are the important conversations being addressed by creatives of colour today? What could the advertising industry be doing better to support up-and-coming Black talent?
Alex> Today, creatives of colour are addressing the importance of empowerment and creating their own opportunities. We're empowering ourselves, creating our own tables, and many of us are doing it compassionately, which I find most important in a world that has been overly exploitative.
For the advertising industry to better support up-and-coming Black talent, it's crucial to make Black talent a priority in all rooms. This isn't just the right thing to do; it’s good for business. The industry needs more Black voices in leadership and executive positions, not just at entry and managerial levels. By ensuring diverse representation at the highest levels, the industry can foster a more inclusive and innovative environment.
LBB> What’s the most important lesson/piece of advice you’ve received in your career? How does it influence you and your work today?
Alex> The most important piece of advice I’ve received in my career is to follow your convictions. This simple yet powerful guidance has been evident throughout my life. NO ONE can tell you how to achieve your goals because your path is uniquely designed for you.
This advice influences me and my work by reminding me to honour my humanity and creative intuitions. It drives me to pursue projects and collaborations that bring a new zest for life. By following my convictions, I’m able to create work that not only fulfils me personally but connects meaningfully with others.
LBB> What are your current goals - both with Spike DDB and elsewhere?
Alex> At Spike DDB, my goal is to continue creating culturally resonant work that pushes boundaries and inspires change. I’m focused on ensuring that our output continues to be at the forefront of co-creating with the ever-changing cultural landscape. Working with new clients and delivering more transformative work with our present ones.
Outside of the agency, I’m dedicated to cultivating and growing Feel the SPACE, exploring new creative ventures that merge music, art and community. I also want to continue creating deeply resonant art through my music, finding new ways to connect with people and contribute to the cultural conversation.
