IMAX Selects Mistress as Its Global Creative Agency

By Erik Oster 

IMAX has selected Los Angeles-based agency Mistress as global creative agency for its 2016 global brand campaign, following a review. It is unclear if Sid Lee, which IMAX named its creative agency of record in July of 2011, defended in the review.

For Mistress, the news follows the arrival of new creative director Lixaida Lorenzo from JWT San Juan in August and 72andSunny veteran Steve Orenstein as its first-ever chief operating officer at the start of the year. IMAX joins a client roster that includes VH1, energy drink brand NOS and vodka brand Finlandia. 

“We couldn’t be more honored to team up with this iconic brand at such an exciting time in their history,” said Mistress partner Christian Jacobsen. “The recent opening of their 1,000th theatre globally is a tremendous milestone and we look forward to contributing to future growth.”


“At IMAX our mission is to change the way people around the world experience movies,” added IMAX chief marketing officer Eileen Campbell. “Mistress understands our love for cinema and the global nature of our business and we believe they possess the strategic and creative vision to help us further define our voice and take the IMAX brand to another level.”