Building global creative systems for a world-renowned entertainment brand

Overview / The Opportunity

When I joined IMAX Creative, the brand’s internal agency, I was brought in to lead creative strategy and execution for global video content. At the time, motion design was not yet recognized as a distinct practice within the organization.

I saw an opportunity to change that.

Over the course of my time at IMAX, I established motion design as a core pillar of the internal creative team, built the brand’s first motion identity system, directed campaigns for major Hollywood blockbusters, and launched cross-functional initiatives that strengthened both brand storytelling and internal alignment.

What I Built

As a strategic creative lead across global content, I developed scalable systems, visual frameworks, and internal partnerships that allowed IMAX to evolve beyond static assets—and tell more cohesive, dynamic stories globally across 85 countries and territories.

I also led strategy and content creation for film marketing campaigns in collaboration with major Hollywood studios, including Disney, Warner Bros, Sony, Paramount, and more, delivering a high volume of video and motion assets for theatrical releases that defined the IMAX brand in the cultural mainstream.

Key initiatives included:

Film marketing creative – led content strategy, direction, and execution for blockbuster releases including Tenet, Frozen 2, Once Upon a Time in Hollywood, Joker, Ford v Ferrari, and Star Wars: The Rise of Skywalker
Hollywood A-list talent & directors – produced on-camera interviews and bespoke content with top-tier Hollywood directors and cast members, aligning with IMAX’s brand positioning and theatrical moments
IMAX’s first motion identity – a global design system including a theatrical brand ident, lower thirds, animated bugs, openers/closers, dynamic subtitles, transitions, and more
Motion design expansion – established a new creative discipline within IMAX Creative, leading to the hiring of a junior motion designer and the formalization of internal best practices
DEI campaign concept & creative – originated the internal Pride campaign All Aspect Ratios Welcome, including tagline, logo lockup, posters, film series, and digital displays—later adopted company-wide as the core message for all internal Diversity, Equity & Inclusion efforts
Cross-team strategy & liaison work – served as the connective tissue between IMAX Creative, Film Marketing, and Digital, introducing workflows and strategy for social content and studio partnerships
Global content localization – led video adaptation strategy for IMAX assets across 85+ countries and territories

Creative Work Highlights

Hollywood Film Marketing

Ford v Ferrari

Spider-Man: Far From Home

Hobbs & Shaw

The Lion King

Terminator: Dark Fate

Ad Astra

Expanded Aspect Ratio Campaign

Birds of Prey

Director Interviews

Motion Design System

All Aspect Ratios Welcome

Outcomes & Legacy

Motion design became a recognized creative function within IMAX Creative
Greater brand consistency across theatrical, digital, and internal communications
More strategic cross-functional collaboration across creative, marketing, and digital teams
A DEI message that resonated across the company—All Aspect Ratios Welcome is now core to IMAX’s internal brand culture

Closing Thoughts

I didn’t just direct video—I helped evolve what IMAX’s brand could look and feel like in motion. From brand identity to global content localization, I used creative systems thinking to elevate storytelling and build internal creative capacity that continues to scale.

IMAX