Sid Lee and its partner media agency PHD have become the AOR and MAOR for IMAX, supporting the entertainment and technology company’s international marketing strategy.

PHD’s Quebec office, Touché!PHD, will work on the account along with other PHD offices around the world.

IMAX is headquartered in New York, Toronto and Los Angeles with offices in London, Tokyo and Shanghai. As of the end of March there were 528 IMAX theatres operating in 48 countries around the world, according to a release.

“We are proud to have been selected as IMAX’s creative agency of record,” says François Lacoursière, VP and senior partner at Sid Lee in a release. “We share a vision of creating stimulating and unique experiences. With our experience and the innovation that IMAX represents, we will work to enhance the brand to ensure it continues to resonate with partners and consumers worldwide.”