Alex Betcu
Creative Director
From sketch to spectacle — hands-on from the first concept to the final delivery.
About
Creative Director with 10 years of real-world experience in esports, live events, and entertainment IP — leading multidisciplinary teams and building visual systems that scale.
Started in graphic design, evolved through production, strategy, and storytelling — with hands-on knowledge of every detail in the creative process, from concept to final delivery. Known for aligning creatives, clients, and departments like logistics, fabrication, and finance into a single, functional direction.
More than design — the focus is on building cultural presence, shaping perception, and getting people to talk about your brand.
Works in English, Russian, and Romanian.
460M+
Impressions for Freaks of Nature, with zero PR spend
2
Esports World Cup seasons, Riyadh and Paris
10+
Venues branded with distinct visual systems at EWC 2024
80+
Projects delivered at Disrupt Group
8 → 24
Team scaled across design, 3D and motion
50+
Broadcast HUD packages for CS and Dota 2
Clients
Work Experience
From building creative departments from scratch to directing ceremonies and venue branding for the largest esports event in history.
Esports World Cup 2026
- Directed venue branding, OOH, activations and wayfinding for Esports World Cup Paris 2026.
- Produced the full venue screen content: promotional, entertainment, informative and cinematic.
- Developed the Riyadh fan zone content strategy and a narrative drone show sequence.
- Built identity and launch content for 3 esports tournament IPs with 100M+ combined reach.
Esports World Cup 2024
- Directed ceremonies, screen content and projection mapping for the largest esports event in history.
- Branded 10+ venues with distinct visual systems: stage identity, signage, OOH and badges.
- Delivered ~10 visual systems from brief to launch in 4 months, including 5 weeks of on-site build.
Freaks of Nature
- Owned the festival brand across five editions: 460M+ impressions with zero PR spend.
- Listed in Saudi’s Hottest 50 Brands (Time Out Riyadh); merch sold out in 3 of 5 editions.
- Directed campaigns for global headliners and sponsor activations for Red Bull, PepsiCo and Aramco.
Disrupt Group
- Launched Freaks of Nature as an in-house project before it became an independent brand.
- Delivered 80+ projects and 6+ annual client retainers, from concept to final delivery.
- Scaled teams from 8 to 24 across design, 3D and motion; owned hiring and performance.
HUDX
- Delivered 50+ broadcast HUD and graphics packages for CS and Dota 2 tournaments, including BLAST Asia.
- Lead a team of 4; own client engagement, brief intake and design direction end to end.
Electronic Mushrooms
- Set the creative direction for the Love Cup CS:GO tournament.
- Restructured creative operations; hired an art director, motion designer and 3D artist.
Kostrov Studio
- Led branding, identity systems and web design for SMB clients; managed the creative team.
Freelance
- Independent designer for clients across Europe and the CIS.
Education
International Business and Visual Arts — strategy and craft, from the start.