Iain Murray Appointed Creative Director at Electric Theatre Collective

​Electric Theatre Collective has promoted Iain Murray to creative director. Formerly joint head of 2D, Iain – known as ‘Muzz’ to his friends and ‘Ian’ (with one ‘I’) to his enemies – has spent the past eight years leading and evolving the 2D team from ‘noisy neighbours’ to the most respected in the business.

Alongside this, Iain has partnered closely with directors to help shape the creative vision behind some of ETC’s most ambitious and celebrated work, such as Pharrell Williams’ ‘Cash In Cash Out’ music video – a landmark project directed by François Rousselet which won the first and only VFX D&AD Black Pencil in the award’s history. Additional highlights include working on Audible’s ‘Cosmic Vacuum’, directed by Antoine Bardou-Jacquet, Sainsbury’s Christmas campaigns feat. The BFG directed by Sam Brown, and Apple AirPods’ ‘Quiet the Noise’, directed by Megaforce. A collective body of work which earned accolades at Cannes, D&AD, The British Arrows, Creative Circle, Kinsale and AICP.

His new role will see him focus more deeply on the creative process, working closely with directors, agencies, brands and internal teams to elevate ideas from concept through to execution. “I enjoy helping people bring ideas to life — collaborating with the best talent out there and creatively guiding work to the highest possible standard,” said Iain. “Technology is evolving faster than ever, and navigating that change while staying ahead of the curve is something I’m really relishing. Ultimately, we just want to help people make the best work possible – and enjoy ourselves along the way. Bring on 2026.”

CEO Jon Purton added, “Coming at a time of creative evolution for our studio, Iain’s promotion is a total no-brainer. As well as offering consistent mentorship to our artists, he has time and time again proven what an incredible artist he is on some of our most creative work. I’m excited to see him shape and cultivate his vision on a daily basis.”