Director, Creative | IMAX

As Vice President, Global Creative Marketing at IMAX, Andrew has focused on building IMAX’s award-winning global in-house creative team into what it is today – IMAX Creative – named “2019 Brand Team of the Year” by Creativepool and awarded “2019 Best Documentary Marketing Campaign” by GSCA.

IMAX Creative plays a key role within the Global Marketing organization placing customers at the heart of creative strategy to bring them closer to IMAX, the only global platform for theatrical blockbusters.

He and his team’s work span across every customer creative touchpoint from launching global brand campaigns, developing design systems and branding through to launching original content, documentaries, Hollywood film campaigns, product lines and new business initiatives.

Prior to joining IMAX, Andrew spent 7 years helping build The Sheppard, an Integrated Creative Marketing Agency based in Los Angeles, launching attractions including OUE Skyspace Los Angeles, developing environmental design systems for Guy Fieri’s Restaurants across U.S. Live Nation venues and rolling out Product Launches for Simmons Bedding.

While at The Sheppard, he oversaw the Projects and Creative teams across all brand accounts and helped expand the agency’s diverse roster of clients. His main focus was developing strategic marketing solutions to drive business revenues for the agency’s clients and bringing those solutions to life through creative.


What was your very first job? 

Abercrombie & Fitch – at the time it was the "trendy" brand in High School.

Please describe, in your own words, what your job is and what work it entails.

- Setting the creative vision for the team and brand
- Bringing the brand to life through purposeful and powerful design narrative
- Guiding talent to reach their maximum potential
- Acting as the "glue" between strategy and customers through creative
- Packaging strategy into digestible and engaging creative
- Marrying business with creative with design at its core

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?

I've been drawn to and connected with the world of creativity throughout my life and professional career — My grandmother a ballet dancer, my grandfather a carpenter, my great aunt an interior designer and my mother in marketing & print/editorial.

Growing up in Los Angeles, I wanted to become an artist some day.

I've learned that creativity can be developed and expressed in many different forms. I never received classical training in the arts but my creativity is triggered through the visualization of business and communication solutions via architecture — in this instance, how solutions are brought to life through design - whether it be designing a team, work stream, narrative or identity. All of these many not be perceived as "creative" in the traditional sense, but they are at their core.

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Given the pandemic this year, it has allowed me to explore other avenues of inspiration — digital conferences, podcasts, nature, documentaries, social media, books and exploring work produced by other brands and talented agencies/studios.

Inspiration for me is connecting the dots between these various pieces of work and information to spark a new perspective that was never seen or experienced before by audiences.

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be?

Building IMAX Creative — my team and how they approach getting to great creative solutions is a work of art that is constantly being sculpted and reshaped. IMAX Creative is an ever-evolving living and breathing organism where my strategic, creative and visionary mind comes to life.

Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)

Most interested in seeing:
- Brand Design Systems - how design systems scale and flex in application
- Motion Design - how motion can bring static art and stories to life
- Brand Narrative - how a brand is bought to life through storytelling 


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