Imaginary Forces brings on Executive Producer Sarah Roebuck to head up Live Action. Roebuck comes to Imaginary Forces from East Pleasant, a NY-based production company, where she oversaw live action, interactive and digital projects for a myriad of global brands and agencies. Whilst at East Pleasant, she also oversaw their post-production and motion graphics companies, Pleasant Post and EP*Vision, respectively. Prior to this, she served as Director of Integrated Production Recruitment and Senior Producer at JWT, in addition to producing for @radical.media. At Imaginary Forces, Roebuck will leverage her diverse background in production and post-production to build teams for projects and develop roster directors’ live action work.
Says Imaginary Forces Co-Founder/Creative Director/EP Peter Frankfurt, “For years Chip and I have believed that we needed a strong leader to help our directors grow and move up the food chain using live action as one of their key tools. After meeting Sarah, we knew instantly that we had found our EP.” Notes Co-Founder/Managing Director Chip Houghton, “Our directors have all grown up primarily in the design world, but all often integrate live action elements. With Sarah’s agency experience and work in various types of media, she’s someone who speaks our language and understands the type of work we do.”
Adds Roebuck, “I’ve always been a huge fan of Imaginary Forces. Their caliber of talent is outstanding and the breadth of projects they’re a part of is enormously diverse. I’m in the unique position of coming on board with this incredible established company, while also having the opportunity to help build up a division that’s never been fully tapped into. We have a roster of insanely talented directors who can make anything come to life, and like all of our projects, the final product will be beautifully executed. Needless to say, I’m absolutely thrilled to be a part of this team.”
Roebuck started her professional career in production at JWT, where she spent over 10 years working with a wide range of clients such as Smirnoff, HSBC, Estee Lauder, Domino’s Pizza, Stride, Merrill Lynch and Microsoft. She shifted to a role as an Integrated Production Recruiter, honing her skills for assembling tailored teams for projects, quickly building an extensive network of both staff and freelance talent across numerous functions and specifications. This savvy in placement for roles in both production and post-production made her next move to East Pleasant a fitting shift.
Roebuck served as Executive Producer of East Pleasant, post-production shop, Pleasant Post, and motion graphics studio, EP*Vision, working on projects for top brands including Nike, Chevrolet, Ultimat Vodka, MTV, Kenmore, Adidas and VH1 for such notable clients as the Washington Nationals, JWT, Grey, Time, Inc., Sid Lee, and Arnold Worldwide.
Roebuck originally hails from Texas, but grew up in the beautiful valleys of Sonoma, California. Upon graduating from SMU in Dallas, she bought a one-way ticket to NYC and never looked back. She now lives in NYC’s East Village with her partner in crime, Xander Strohm, and their two young’uns, Axl and Von.
A Product of Imaginary Forces
Top entertainment studios, global brands and A-list agencies tap Imaginary Forces (IF) to find new ways to engage and inspire audiences. IF’s diverse talent pool of artists and creative professionals bring elite conceptual design solutions to projects in commercial, digital media, feature films and film marketing, television and architectural spaces.
Underlying each endeavor is their passionate belief that no project is too large, too small or too complex to benefit from beautiful and inventive design.
The innovative studio has garnered numerous advertising industry awards as well as multiple Emmy® Awards including an Emmy for their iconic titles work on AMC’s smash drama series Mad Men.