https://www.youtube.com/watch?v=MQUQx4eGAq0
IMAX’s brand ad is a 60 second ode to film, created in partnership with agency Mistress, capturing all the genres that have made IMAX popular over the years. Via Adweek:
“We realized that IMAX is called IMAX no matter where you are in the world,” Lixaida Lorenzo, ACD at Mistress, told Adweek. “We thought, why don’t we turn IMAX into that synonym for the love of movies. That’s why you’ll see in everything we’re doing we have copy that reads something like ‘I Love Movies, IMAX movies.'”
With some of the brand’s media placements being on IMAX screens (naturally), the work needed to feel big, beautiful and cinematic. Each scene, shot in South Africa, uses the brand’s new IMAX ALEXA 65 camera, an amazing feat on its own considering that this campaign is the first ad to ever be shot entirely with an IMAX camera. The team even had to plan its shooting schedule around when the cameras were available, as they are typically being used on the set of some of Hollywood’s biggest movies.
“Every scene was treated like a film, we even forgot in the process that we were just shooting a commercial,” Lorenzo added.
CMO Eileen Campbell told Adweek one of the main goals of the campaign was to produce creative that would resonate around the world. “As a team, we’re proud that we feel like we’ve created something that is globally consistent, but locally relevant,” Campbell said.
Behind the scenes video: