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Former IMAX global chief marketing officer, Denny Tu, has been named Imaginary Forces’ first-ever chief executive officer, the creative studio said Tuesday. 

“Imaginary Forces has always sat at the intersection of craft and imagination,” said Imaginary Forces Co-Founder and Executive Creative Director Peter Frankfurt in a statement. “As IF approaches its 30th anniversary, our next chapter under Denny's vision and leadership is about shaping what’s next at a moment of reinvention for our industry.” 

“Clients expect creative partners who understand the business levers that drive growth,” adds Imaginary Forces Co-Founder and Managing Partner Chip Houghton, also in a statement. “Denny’s rare blend of strategic clarity and creative ambition not only elevates our ability to partner at the highest levels but also positions IF for its next phase of growth.”  

Tu joins IF as the studio expands beyond design, strategic visual systems, and cinematic film and TV sequences into immersive experiences, world-building, and new opportunities unlocked by artificial intelligence (AI). The studio works with both global category leaders and a growing group of disruptive, early-stage brands redefining entertainment, gaming and consumer culture.

Tu’s experience spans theatrical, streaming, subscription, technology and consumer sectors. Prior to IMAX, he was head of strategy, brand and creative at London-based Sky. 

“Brands today want partners who can think strategically, move fast and deliver breakthrough work,” said Tu. “The industry is shifting and the most exciting opportunities are coming to teams that combine entrepreneurial agility with world-class creative talent. That’s exactly where Imaginary Forces sits and what made this opportunity one that I couldn’t pass up.”