Creative studio Imaginary Forces (IF) has appointed Denny Tu as its first-ever CEO. Formerly global chief marketing officer at IMAX, Tu is a veteran marketing executive known for transforming disruptor brands.
“Imaginary Forces has always sat at the intersection of craft and imagination,” remarked IF co-founder and executive creative director Peter Frankfurt. “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,” added IF co-founder and managing partner Chip Houghton. “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 actively expands beyond design, strategic visual systems, and cinematic film and TV sequences into immersive experiences, world-building, and new opportunities unlocked by 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 & creative at Sky, a prominent European entertainment company.
“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.”
Tu is a member of The Academy of Motion Picture Arts & Sciences and BAFTA, and has been recognized by the Financial Times and The Guardian for his work in diversity and inclusion. He serves as a Board advisor to Making Space, a venture-backed talent platform advancing career opportunities for disabled people, and as a trustee of global anti-bullying charity Ditch The Label. He has advised global leaders across entertainment, media, consumer goods, and technology.
