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Meet Alex Ford and Joshua Ciccel of Autre Fish in Mid City

Today we’d like to introduce you to Alex Ford and Joshua Ciccel.

Alex and Joshua, can you briefly walk us through your story – how you started and how you got to where you are today.
Although we went to rival high schools in Los Angeles and had a ton of mutual friends, we didn’t actually know each other until we met in grad school at USC. We found we had similar perspectives on the world and how it operates, and we both agreed that we wanted something more than what has been presented to us to be consumed.

Our company together really started when we began doing video content for Bristol Studio, a basketball centric lifestyle brand born in LA, led by our friend Luke Tadashi. We loved how well our minds worked with one another as co-pilots through every step of the creative process to the point where we kinda made it a habit and through this process we have become the best of friends. We would skip class to go edit videos in the hallway, crash on each other’s couches when there were deadlines, and put in crazy hours that never feel like work because we honestly would just see it as hanging out.

It’s funny, we didn’t actually even consider starting a company until the people with and around us said that we should. Next thing we knew, we were filing for an LLC, and continued to do probably ten projects in the past year. It’s honestly just been fun. We both agree that we could create alone if we wanted to, and we definitely do our own individual projects because we still have a number of diverse artistic interests but most film and video projects we do together.

Recently, we’ve been working with some producers to get one of our TV show ideas off the ground and into development, so that’s been going well. Then, we have also been just writing a number of scripts are planning to shoot a feature this summer if all goes well.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Has it been smooth? Relatively speaking, yes. The process of molding and sculpting a unique business together is fun and interesting within its own right (especially navigating within a consumer-based culture). So when your main hiccups in the road surround how much time, energy and intention we put into the steps we make as truthful artists, collectively and individually, it’s a sincere, humbling and enriching process which requires a consistent self-check that every party involved takes in their own time to keep a true perspective on the “what and why” we are aiming to achieve on this road.

Please tell us about Autre Fish.
Our business is one that is extremely fluid. Presently, most of what we have done is video content and creative direction for different projects. However, beyond video, we’re both screenwriters, Josh is a multi-disciplinary artist, Alex draws and makes posters and comics. This, in turn, allows autre fish to thrive as a business the more we evolve, giving us more opportunities to be a space that continuously INVOLVES.

All around us, the culture of the working world causes people to occupationally operate in ways which don’t feed their spirits. Unhappiness and inadequate self-care are normalized and overlooked, which lights a fire in us to generate our definition of success at our own pace. So, as we work now, we make sure to have a present perspective of creating at a high level in a number of different industries because that’s what is happening. And although it may not yet seem like that to outside world, we operate with that reality in our minds and in our hearts. We don’t need anyone’s confirmation.

We found it to be palatable calling ourselves a multi-media company. We just operate under the premise of, “Let’s just create now, and then we can decide and navigate how our creations are digested and received.”

If you had to go back in time and start over, would you have done anything differently?
Do a better job at saying no and not being too timid in regards to discussing money. It is just a resource.

Contact Info:

  • Email: weare@autrefish.com
  • Instagram: @autrefish

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