Alexander Catedral

PART 2/3. - MEL This is where it all started. The top photo? My first studio in my parents house—mattresses on the side of my desk for soundproofing, DIY everything, and a whole lot of belief. lol The bottom? A glimpse of the community we built—artists, dreamers, creators who came together to make something bigger than ourselves. Mel. That’s my dad’s name. When my brother and I were making a family documentary, I found out he was an artist—a dreamer who never had the chance to chase his passion because of finances. That realization shaped me. In ‘09, a few good friends and I started Persevering Destiny—a record label collective, a family. We did it all—music, video, photography, marketing. We were young, fearless, chasing after something we believed in. Then life shifted. I graduated, moved to Grove City, and left it all behind—but the relationships, the lessons, and the hunger to create stayed with me. In 2011, I started Catedralography—a storytelling company that saw beauty in the ordinary. Over time, that vision grew. Today, Catedralography has evolved into @catedral_collective , where we continue to help people tell their stories in a way that connects and lasts. I chose this path because my dad never got to. Because my parents sacrificed their dreams so my brother and I could live out ours. I do it for them. For my best friend Ben. For past generations and future ones. What do you see in these moments? Let me know! Love to hear yours!

PART 1/3 – Alexander: A Small Series Introducing Who I Am! This was originally filmed in 2016, but everything still holds true today! I’ll be updating it soon with new footage, but for now, the message remains the same. I just wanted to take a moment to formally introduce myself. This video was actually part of my application for @jubileemedia ‘s fellowship—an experience that ultimately changed my life through the relationships it helped me build. I’ve never officially done this before, so I figured it’s about time! Here’s a little bit about me and why I do what I do.

Part 3/3 - Estrella + Catedral Estrella. My mama’s maiden name. It means star. And I believe we all have something to share—something to let shine. I’m still on the journey of discovering all the ways I’m meant to. Catedral. It means church, but also enormous, towering, grand. When the Spaniards came to the Philippines, they named my family’s tribe Catedral—because we stood tall. (Lol, I’d like to believe they meant our character, but who knows, maybe they were just tall! Haha.) I believe that what we do, how we live, and what we create is bigger than ourselves. My roots run deep in faith, and it influences everything—how I see the world, how I move, how I create. If it weren’t for God’s love and the church, I wouldn’t be who I am today. I wouldn’t call myself a filmmaker by definition, but I tell stories in unconventional ways—through moments, conversations, and experiences that matter. And I want to master the craft, not just for the technique, but to tell the stories that haven’t been told. For the voices that haven’t been heard. For the love of it. Because stories are keys to the past, gifts for the present, and pathways to the future. I want to learn from those who came before us. I want to capture, shape, innovate, inspire, and create for our generation. And more than anything—I want to give hope and leave a legacy for those who come after us. This was from 2016, and it still rings true today. If you’ve ever wondered why I do what I do, why I believe what I believe, or why I pursue what I pursue—here it is. It’s who I am. It’s what I was made to do. There’s a Filipino proverb that says: “You have to know where you came from in order to know where you’re going.” My name matters, but so does where it came from. The ones who carried it before me—my parents, my ancestors—shaped who I am becoming. And by honoring that, I hope it encourages you to do the same. So, what’s your story? I’d love to hear it. Reach out, ask questions, and if you need help identifying and telling your story—that’s exactly what I’m here for. Much love. Because this is bigger than me. Bigger than us. ❤️

This 5 year anniversary… this season… is bringing a lot out of me. It’s making me face myself more. It’s pushing me to grow. But not through grinding harder. Through stopping. Slowing down. Being still. Sitting with myself even when it’s uncomfortable. Even when I don’t like what rises to the surface. It’s challenging me in ways I didn’t expect. The lake in this video reminded me of something. A reflection can look real… while still being distorted. And the scary part is how small the difference can be between truth and distortion. Most of my life has been a battle of perspective. Of what I choose to focus on. Fear or faith. Lack or gratitude. Distortion or truth. It’s easy to keep our heads down. To live inside the reflection. But sometimes we have to fight to look up again. By the end of the video, the reflection changes. It disappears because the sun shifts. Nothing forced it. Nothing fought it. The light simply changed the way things were seen. Maybe some things in us are like that too. Sometimes healing takes time. Sometimes clarity takes time. Sometimes belief takes time. But that also means the fear… the doubt… the distortion… are not permanent either. And maybe growth is learning to acknowledge those things honestly without letting them become your identity. To look up again. To see what is actually in front of you. The good. The truth. The miracle. To stop anchoring yourself to what constantly changes… and start anchoring yourself to what remains. The in between. The bridge between who I was… who I am… and who I’m becoming. Grateful for what shaped me. Accepting who I am now. Learning to believe in who I’m becoming.

For the last 7 years, Paulo has been one of the hearts behind so many of the stories we’ve told. At our 5 Year Anniversary, Paulo will be sharing part of his own story through live music as @krisantomusic . The same heart, emotion, and honesty he brings into our films lives inside his music too. This night isn’t just about looking back on our story. It’s about reflecting on yours too. A night of storytelling through film, photography, music, conversation, and community. May 21st at the @themonasteryaz . Come experience the stories with us. ❤️

5 years ago, this was just a vision. Now we’re walking through the venue, finalizing the details, and preparing for a room full of stories, connection, creativity, and people willing to show up authentically. Met up with Rachel from @theeventtalk and the team at the @themonasteryaz to put the final touches on everything, and honestly… we’re really excited for what this night is going to become. Not just an event. A collective experience. A reminder that our stories matter more than we think they do. Excited for the conversations, the art, the music, the reflections, and the moments we’ll all create together. May 21st. We’d genuinely love to see you there. ❤️

Really grateful to have been at the grand opening of the first @nexthealth in AZ! Huge congratulations to @lindseyweak The space looks incredible. Being on this health and longevity journey with @dr.adrijanakekic and @the_futurome team has honestly shifted the way I think about taking care of myself, my future, my family, and my business. So seeing places like this continue to grow and become more accessible here in Arizona is really exciting. Longevity isn’t just about living longer. It’s about having the energy, clarity, and health to fully live the life you’ve been given. To be your truer self. Go check them out and support what they’re building here in AZ. 👏🏽

Photography is actually where it all started for me. This was back in 2016. I loved being able to make ordinary things look extraordinary. To find beauty in places, people, and moments that most would walk past. Honestly… I think that shaped the way I see everything now. It taught me to slow down. To pay attention. To look deeper. And that eventually became the foundation of how we tell stories at @catedral_collective . Because storytelling, to me, has never been about creating something fake or “perfect.” It’s about uncovering what’s already there. The humanity. The meaning. The beauty in the ordinary. Funny enough… I was basically practicing documentary storytelling before I even knew what documentary storytelling was. 😂 What’s something ordinary you’ve learned to see differently over time?

2016. My first live show at @grovecitycollege . (@justaplanekid ) A live performance of a song I wrote, over a beat I made, with a music video I created from real documentary pieces of my own story. Honestly, this was the dream. To write my own lyrics. Make my own beat. Perform it live. Then shoot a music video that actually felt like me. Hip hop. Rapping. Poetry. An acoustic vibe. A documentary-style music video before I even fully understood that documentary storytelling would become such a huge part of my life and work. This where my storytelling really started. Through music. Through memories. Through family. Through taking risks. Through sharing something deeply personal in a room full of people and hoping it connected. In the song, I said: “My line of work is in construction and vision. I build time machines as my vocation, so my currency is in memories in the making.” Wild to look back now and realize that is still what we do. We build time machines. Not just with cameras. Not just with videos. But with stories, moments, people, memory, risk, love, and everything that happens in between. So thankful for every friend who showed up that night and showed mad love. You have no idea how much that meant. Also, my wife ( @katiecatedral )was apparently in the room that night… and I didn’t even know it yet. Lol. A true documentary plot twist. Storytelling has never just been about video for me. It has always been about living. Paying attention. Taking the risk. Remembering what matters. And sharing it with others. May 21st, we’re celebrating 5 years of @catedral_collective at @themonasteryaz . Come join us. Not just to celebrate our story, but to reflect on your own. Because your story has been building too. And it’s worth remembering. Comment “5 YEAR” and we’ll send you the details.

What makes this collective special isn’t just the work. It’s the people behind it. Watching @rzswartzphotography talk about the way we support each other, champion each other, and create together honestly reminds me why this exists in the first place. This team isn’t built on competition. It’s built on belief. Belief in each other’s stories. Belief in each other’s gifts. Belief that creativity becomes even more powerful when it’s shared. That’s why this 5 year anniversary means so much to us. Every person on our team is bringing something that reflects who they are. Music. Photography. Stories. Pieces of themselves. Not just to showcase work… but to showcase the heart of this collective and the people behind it. But this night isn’t just about us. It’s about you too. We wanted to create an experience where people could slow down, reflect, connect, and maybe even remember parts of their own story again. A space to think about where you’ve been. What’s shaped you. What you’ve overcome. What still matters to you. Because sometimes hearing someone else’s story helps us reconnect with our own. May 21st at @themonasteryaz Come experience a night of story, music, art, reflection, and community with us. ❤️ If you want the RSVP link, comment “5 YEARS” and we’ll send it over.

The founder story isn’t just about the founder. It’s about the values. The mission. The vision. And where it all came from. Because when we realize the story started long before the business ever existed, we begin to understand the depth of it. The belief was already being formed years earlier. In family. In sacrifice. In prayers. In uncertainty. In the people who kept believing before anyone else could fully see it. My mom said: “What are you taking Alex? … What are you gonna do with the music?” And later… “I just support you, Alex… and I just pray that whatever you do, you’ll be good with it.” That’s the part people don’t always see behind a founder story. The parents praying while trying to understand it. The family watching someone chase something uncertain. The support that carried the vision before there was proof it would work. That’s why founder stories matter. Because the mission usually didn’t start with the business. It started much earlier. It was lived before it was branded. And when you hear the people closest to the story speak about it, you realize this isn’t just content. It’s legacy. It’s belief passed down. It’s something built to withstand time. Thankful for my parents for everything. And thankful for my mom especially today. For the prayers. For the support. For believing in me even when it was hard to understand where the road was leading. Happy Mother’s Day ❤️ Join us May 21st for our 5 year anniversary! Comment and tell us how someone has supported you even when they didn’t understand.

Paulo joined us in 2019 on a creative project. Now, 7 years later, he has become one of the most impactful crew members on our team. He has stuck with us through some of the craziest seasons of this journey. Even when we almost lost everything and I told the crew we didn’t have any money left, and that he didn’t have to keep working with us anymore… he stayed. And honestly, looking back at all these behind-the-scenes moments is wild. From The Professor… to our ad in Times Square… to NFL players… to rare cars… to telling incredible stories all across the country… I’m so grateful we got to experience all of it together. That’s the thing about storytelling and building something over time. You realize the greatest part was never just the places or the projects. It was the people beside you while you built it. Paulo is more than part of the crew. He’s a brother. A huge part of our culture. A huge part of our heart. And a huge part of our story. He’s not only insanely multi-talented, but one of the kindest and most generous people you’ll ever meet. Love you bro. Thank you for sticking with us through it all. ❤️ And honestly… this is a big part of what our 5 year anniversary is about. Celebrating the stories. The people. The behind-the-scenes moments. The journey. The “in between.” Join us May 21st at @themonasteryaz for an interactive storytelling experience, live music, photo exhibits, community, and the premiere of our founder story. Would love to celebrate with you. Comment “5 YEARS” and we’ll send you the RSVP link. 🙏🏽