About Alex Westerman | Novelist & Creative Director | NYC

The Art of Story

Alex Westerman.

I have spent a lifetime building virtual worlds, directing global brand narratives, and designing experiences. Now, I am writing the stories that happen inside them.

Storytelling is not just what I do; it is the thread that connects everything I have done.

Born and raised in New York City, I grew up surrounded by the rhythm of the theater and, consequently, the visual noise of the city. Before I became a creative executive, I had the opportunity to be a dancer with the New York City Ballet. During that time, I also pursued my studies in set design. As a result, I learned early on that a story isn’t just told; rather, it is inhabited.

For the past two decades, I have channeled that instinct into the digital space. I helped build Nicktropolis (one of the first massive virtual worlds for kids), directed the visual voice of Mattel, and crafted brand narratives for Spark Networks. I have led teams to win Webbys and create products that millions of people interact with daily.

However, while I was building digital environments, I was also consistently writing. Initially, I focused on plays and poetry; nonetheless, my attention has gradually shifted from the stage and the screen to the page, as I now delve into fiction.

Today, I balance my work as a strategic brand consultant with my pursuit of the novel. My writing explores the nuance of human connection, the architecture of relationships, and the humor found in modern life—themes I have spent a career analyzing through the lens of consumer behavior.