In 2010, he launched the "Alexandre M-S" brand. The concept : to create visual stories ("M" Story) from photos which, for the most part, he has taken himself. He then reworks these in a "photo-collage" process with watercolor effects creating a visual ambiguity between photo and painting. Each theme is composed in the form of telling a visual story : Maritim Story, Mode Story, Medical Story, Memory Story, Movie Story, Mountain Story...