IMAX releases first ad campaign shot using its own cameras

IMAX has created its first ever advertising campaign using its own cameras, in a spot that features a variety of different film genres from fantasy to superhero. 
The 60-second ad, created in conjunction with Mistress, was filmed on IMAX's own brand-name cameras, and replicates the feel of films such as Gravity and Deadpool. 
According to Mistress creative director Damien Eley, the idea for the campaign, named 'I Love Movies, IMAX Movies' was triggered by a poem that creative