Every career begins with a mistake, or at least that’s how Alex Judson tells it. Hailing from the labyrinthine streets of New York City, he wandered into design by accident — a young man without a map, drifting through odd corridors at MTV and Lucasfilm, fumbling with buttons he barely understood. At some point, he convinced himself it would be wise to venture into entrepreneurism, opening a small “boutique-like” studio he so called Goodlookin’ — a name he admits now was either ironic or naïve, perhaps both.

From there, the detours began to feel less like accidents and more like direction. Confidence crept in through the cracks, one small success at a time. He helped shape the identities of SYFY, USA Network, and LXTV, and lent his hand to Showtime dramas with titles that sounded like omens — Dexter: New Blood, Super Pumped: The Battle for Uber, The Man Who Fell to Earth, American Gigolo, Your Honor. Each project earned its share of praise, and with every nod, Alex started to believe he might actually know what he was doing.

Now, as Creative Director at Pluto TV, Alex presides over campaigns that stretch across continents. Among them: Pluto’s first-ever Super Bowl presence — a spectacle watched by millions, stitched together in the briefest of moments, yet carrying the weight of years spent refining how a brand introduces itself to the world. He won’t call it destiny, but he admits there was a certain inevitability in finally landing on that stage.

Colleagues say he has a knack for turning chaos into clarity, though Alex insists it’s more like sweeping dust under an already crowded rug. The awards on the shelf suggest otherwise, but he doesn’t count them — numbers have never been his strong suit.

Offstage, the narrative doesn’t change much. The records spin, the guitar stays stubbornly out of tune, the skateboard waits like a trap, and his kids (along with the dog) ensure that no plan, however elegant, survives the afternoon. In the end, it all adds up to the same thing: the work, the mess, the occasional glimmer of order. A story, like all stories, stitched together by accident and persistence.

For a full career history, see my LinkedIn profile