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Field Unit welcomes Lex Carthur
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Before stepping behind the camera, Carthur competed as an athlete at the highest level, an experience that continues to shape the way he approaches storytelling today.
Field Unit add director Lex Carthur to its roster.
Field Unit are bringing aboard a filmmaker whose blend of elite athletic experience and emotionally-driven storytelling has earned him recognition for work that resonates far beyond the world of sport. His clients include Nike, Adidas, On Running, Lululemon, Salomon, and Rapha.
Before stepping behind the camera, Carthur competed as an athlete at the highest level, an experience that continues to shape the way he approaches storytelling today. Having lived through the discipline, setbacks, victories, and relentless pursuit of improvement that define elite performance, he brings an instinctive understanding of the subjects he films.
"It’s that type of multi-faceted experience that we love to tap into," says Alec Ernest, Executive Producer at Field Unit. "And after working with him the first time, we knew he was a special talent."
At a time when audiences are inundated with content and brands are fighting to capture ever-shrinking attention spans, Lex believes the next evolution of sports storytelling will belong to filmmakers and brands willing to build trust with their audience.
"As technology exposure reaches maximalist levels, connection becomes the most important currency," says Carthur. "The challenge isn't how quickly you can grab someone's attention. It's whether you can create something meaningful enough that they'll want to stay."
That perspective is rooted in Carthur own experience. "I've trained, failed, and succeeded in different ways thousands of times over," he explains. "I can align with the mindset of the people I'm portraying, and I think that results in something audiences can actually feel."
Rather than relying solely on exposition, Lex’s work is driven by visual storytelling and an attention to the details that define communities from within. Whether capturing athletes, fans, or the cultures that surround them, he looks for the small, authentic moments that resonate deeply with insiders while remaining accessible to wider audiences.
His approach reflects a broader belief that the strongest commercial work isn't built around chasing trends, but around building lasting relationships between brands and audiences.
"Connection should be the number one concern," says Carthur. "Make what you believe in and build your audience."
As he expands his work through Field Unit, Carthur is eager to collaborate with brands and creative partners who share that ambition. The result is a filmmaking approach informed by empathy, authenticity, and a deep understanding of performance, stories that don't simply show sport, but the hearts behind it.
