imax.com

Translating the IMAX experience into a high-performance digital vision. Imax is defined by scale. the challenge was to bring that same sense of immersion to a modular web ecosystem. As group design director, I led the team in defining a "north star" identity—moving away from static templates and toward a dynamic, motion-led system built for global content delivery.

A promotional graphic for IMAX with the slogan 'Making Movies That Move'. It features a close-up of a human eye, a lion cub, a basketball player, and various icons representing social media and movie experiences. The background is dark with star-like elements.
IMAX webpage showing a movie titled 'The Last Glaciers' with an arctic scene where three explorers are crossing a glacier via a rope bridge, with a snowy mountain backdrop.
Collection of mobile app screens showcasing theater and cinema experiences, including movie trailers, countdowns to events, ticket purchasing, and information about upcoming films and IMAX features.
Screenshots of IMAX website promoting movies, events, and merchandise like IMAX capsule collection with a vibrant blue and orange theme.
Screenshot of the IMAX website featuring a promotion for "Avatar: The Way of Water" showing a woman with blue skin, closed eyes, and water and aquatic features in the background.
A digital streaming app interface displays movie titles and selections, with a background featuring a person in a hat standing in a dramatic sky filled with clouds.
A person climbing a ladder and attaching equipment to a high pole at dusk or dawn.
A woman with blonde hair in a slicked-back style, wearing a white collared shirt and a brown jacket with patterned sleeves, standing outdoors with a scenic cityscape in the background. She is holding a cell phone fastened with a chain around her neck and gazing into the distance.

Pressure-testing the system through high-stakes storytelling. A brand this iconic requires a balance between heritage and utility. i guided the team through a conceptual phase—using blockbusters like black panther and spider-man to test the limits of our visual framework. we treated these as sprints to prove that a modular system could scale from intimate lifestyle imagery to the massive gravity of a global film release.

Concept Playground

A digital collage of promotional content for movies and events. It features a large black helmet with intricate designs, a Batman image from 'The Dark Knight,' a floating image of Dwayne Johnson as Black Adam, and various icons and information sections related to entertainment events. The background is a mix of dark and vibrant colors with text overlays and graphical elements.
A promotional image for IMAX featuring Spider-Man in the foreground and a blue theater with the IMAX logo in the background. The image includes color swatches and descriptions of visual elements like laser technology and depth effects.
Countdown timer showing 00 days, 23 hours, and 30 minutes. Merchandise section with a gray beanie hat labeled "Retro IMAX Beanie" priced at $30.00, with color options icons below. To the right, a promotional card features a person wearing a hat with a photo of Drake on the back of a black T-shirt, and a blue button labeled "Join Waitlist." Below the card, text reads "DRAKE x IMAX LIVE Limited Time Offer," with size options S, M, L, XL.
Website webpage advertising the upcoming release of the movie 'Black Adam' with images of the character in action scenes. The background features a person with glowing blue eyes, lightning effects, and a dramatic stormy sky. The page includes event details, cast images, and options to buy tickets.
Website design featuring Brandi Carlile, with a photo of her on the left and her name and bio on the right. The left side has navigation links numbered 01 to 05 and a merch promotion for exclusive Brandi Carlile merchandise at the bottom.
A promotional webpage featuring Marvel's Black Panther character in a black suit, reaching out with an armored hand. The page includes a user form for event tickets, location information near New York, interactive icons, and maps with nearby locations such as AMC Lincoln Square 13 and Regal Essex Crossing.

My Role – Group Design Director
Design – Steph Wulz, Charlotte Uddfors, TJ Kurek
UX – Moma Wilwayco, Oren Kravetz
Motion – Tom Stanton

Team