Once widely known as the pinnacle theater experience, due to competitors like Dolby, XD and unclear trade marketing, IMAX had lost its notoriety.

Even some of the most passionate movie goers were confused about how IMAX’s offering differed from competitors and even standard 2D offerings.

IMAX partnered with my team with the goal of earning back the hearts and minds of moviegoers at global scale, while also building excitement with studio partners and exhibitors across the US & China.

To take on this challenge, we developed the strategy for a global rebrand paired with an integrated marketing campaign across 71 countries to reinstate the pinnacle of film to its former glory.

Tension:
In an era of convenience and compression, we’re compromising our experiences. From Spotify’s compressed sound, Blinkist’s book summaries, to watching Academy Award winning movies on your phone, our schedules, spaces, lifestyles and experiences are oriented around convenience over quality.

Insight:
Once we see what we’ve been missing out on, we realize we’ve overdosed on convenience and seek out quality experiences as the antidote for overcompression.

Once you experience media in its ultimate form, as the artist intended, you don’t want to go back.

Strategy:
Move moviegoers from compromise and confusion to craving more.

By showing IMAX is the only way to experience the full picture.

1. The clearest image on the largest screens.

2. The most immersive, heart-pounding audio.

3. The biggest movies, as the director fully envisioned.

Films To The Fullest

If you don’t see a movie in IMAX not only are you compromising and missing out,

But you can see the film and still miss the movie.

IMAX films are the much richer, fuller experience.

The experience you deserve, and the films deserve.

If you see them any other way, you’re missing out.

You’re not living life to the fullest.

Not just a tagline or campaign but a 360 global brand platform rooted in a design system that illustrates the IMAX difference