Izik Roitman has joined Imaginary Forces as its new creative director, the Los Angeles-based studio announced on Thursday.

Roitman, who freelanced with the studio for eight months, recently directed the effervescent spot for the ​Pepsi Superbowl LIV halftime show (above),​ a VFX heavy teaser for Apple TV+‘s Mythic Quest: Raven’s Banquet,​ and the 2020 anthem for Epix​ broadcast network.

In his new role, Roitman will continue to bring his technical eye and CG and heavy production background to Imaginary Forces.

“As our pipelines evolve over the foreseeable future and as our team continues to operate remotely, adding a savvy creative leader who is looking for new ways to conceptualize work, it’s a great fit,” Peter Frankfurt, co-founder and executive creative director, said in a statement.

“So many places have become so specialized, and Imaginary Forces, they are still looking at projects for their creative opportunity, combining that freedom with my background, it’s exciting,” Roitma said in a statement.

​Roitman, a native of Tel Aviv, spent his early career in Israel as a Flame artist before directing and integrating high-end visual effects.

After moving to the U.S., Roitman served as creative director for Superfad and Mirada Studios, where he developed iconic spots like Katy Perry music videos, Superbowl campaigns and iPhone launches.

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