Theodore Daley
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ESPN World Cup 2016

Art Direction, Design / Produced at Imaginary Forces

Taking inspiration from the rich history of France and art history, this package evolved from line drawings, gestural paintstrokes, sculptures and architecture details.

Creative Director: Jeremy Cox

Art Director: Theo Daley

Executive Producer: Jon Hassell

Producer: Will Arnold

Coordinator: Krista Templeton

Designers: Theo Daley, Maggie Tsao, Henry Chang, Patty Wong, Hannah Sung, Jan Nygren, Michael Cina

Animators: Henry Chang, Sekani Solomon, Seth Minnich, Adam Tanner, Nathan Goodell, Ned Piyadarakorn, Patty Wong, Hannah Sung, Dave Rogers, Cyprian Sadlon, Mark Thompson, Chris Vincola, Pat Arrington

Paint Wrangler: Max Strizich

Systems Management/Render Wrangler: Matt Carroll



Design / Produced at Imaginary Forces

Inspired by the long and dangerous path to the north, images would bleed out on maps as they traverse across the lands from slavery to reach freedom.

God of War: Ascension / Live Action

Co-Concept, Look Dev, Design / Produced at Imaginary Forces

During production of the actual game cinematics we had the opportunity to pitch on the commercial to promote the game itself. We came up with the entire concept from the look, direction and story for what ultimately turned into an emotional live action spot.

Director: Karin Fong

Executive Producer: Gabriel Marquez

Producer: Jon Hassell

Designers: Theo Daley, Grant Lau, Karin Fong, Jeremy Cox

Animators: Nate Homan, Josh Delaney

Editor: Zach Kilroy

VFX Supervisor: Jeremy Cox

Senior VFX Artist: Allan Mckay

Compositors: Jeremy Cox, Chase Massingill, Brian Houlihan, Adam Levine, Andrew Chung

Concept Artists: Alan Williams, Max Strizich, Steven Lee, Lindsey Mayer-Beug

Matte Painter: Marco Lozzi

Color: Damien Van Der Cruyssen

Line Producer: Adam Lawson

Director of Photography: Trent Opaloch

2nd DP: Dallas Sterling

1st AD: Travis Gold

Production Designer: Bruce McCloskey

Music: Ellie Goulding "Holding On"

Original Remix: Will Benoit


God of War: Ascension / In-Game Cinematics

Art Direction / Produced at Imaginary Forces

Hundreds of frames were created for the 15 minutes of in-game and opening cinematics, here are a few selects.

Designed & Produced by: Imaginary Forces

Director: Karin Fong

Producer: Jon Hassell

Art Director: Theo Daley

2D Technical Director: Jeremy Cox

3D Technical Director: Nate Homan

Character Animation Supervisor: Eric Bribiesca

Editor: Zach Kilroy

Designers: Karin Fong, Theo Daley, Steven Lee, & Bryce Wymer

Additional Storyboard Art: Arisu Kashiwashi, Max Strizich, Henry Chang, Will Huang, & Lindsey Mayer-Beug

Compositors: Jeremy Cox, Daniel Pernikoff, Theo Daley, Joe Lawrence, Steven Lee, Matthew Lane-Smith, Adam Levine, Chris Vincola

3D Animation & VFX: Nate Homan, Chris Vincola, Justin Maynard, Spyro Serbos, Orges Kokoshari

Sr. Liquids VFX Artist: Marcelo Cermak

Character Animation: Eric Bribiesca, Peter Karnik, Paul Wei

Game Director: Todd Papy
Producer: Derek Smith


God of War: Ascension

Look Development

With so much created, not everything ends up in the final. Here is the process showing how the final look was developed using two scenes.

God of War: Ascension / Teaser

Art Direction / Produced at Imaginary Forces

This spot was created before any assets were made for the game so it had to be a first peak at what the cinematics would ultimately look like.

Designed & Produced by: Imaginary Forces

Director: Karin Fong

Producer: Jon Hassell

Executive Producer: Gabriel Marquez

Art Director: Theo Daley

2D Technical Director: Jeremy Cox

3D Technical Director: Nate Homan

Design: Theo Daley & Steven Lee

Lead Compositors: Jeremy Cox & Daniel Pernikoff

Compositors: Steven Lee, Matthew Lane-Smith, Joe Lawrence

3D Character Animation: Peter Karnik, Andy Ortiz, Santiago Castagno

3D VFX: Nate Homan & Chris Vincola

3D Liquid VFX: Marcelo Cermak

Editor: Brad Turner / Zach Kilroy

Game Director: Todd Papy
Producer: Derek Smith


Cancelled Game

Concept, Art Direction, 3D / Produced at Imaginary Forces

My role was to devise all UI and potential abilities for the game prior to release. The main goal was to use technology just on the horizon so AR, lydar and current military iconography were used as the inspiration for all elements. Unfortunately it was cancelled during production but here are the concepts devised for this futuristic apocalyptic game.

Cancelled Game

Pulse Mode

These concepts were specifically for when the player was in exploration mode. They could send out a pulse over the surrounding area using their drone and find hidden objects and resources to survice in the harsh environments. These are based on the idea of how lydar & sonar technologies could work so the ping would purposefully be incomplete as you could only have limited information depending on your position.

Cancelled Game

Combat Mode

These concepts were specifically for when the player needed to engage in combat. Some ideas were to use the drone to create predictive routes of enemies or to lock on to specific weak points, all concepts had the HUD appearing in game as an AR element.

Cancelled Game

Scan Mode

Finding relics throughout the world, there would be moments the player would need to download and upload their findings. These are various designs on this mode show how this could be represented especially when the system must attempt to fill in the gaps of a missing object.

ESPN World Cup 2014

Concept, Art Direction, 3D / Produced at Loyalkaspar

Inspired by Brazil itself, everything was taken from the simple idea that mosaics could carry an entire package. From lower thirds, wipes or hero moments, the intricacy and detail of each tile intends to highlight each country and their own approach with mosaics.

Hell on Wheels

Design / Produced at Imaginary Forces

A dark stranger walks across the land as fire, ash and soot envelope him, only leaving the tracks behind. These frames show how all this destruction and sacrifice culminates in the creation of one thing; progress.

Creative Director: Mark Gardner

Art Director: Jeremy Cox

Executive Producer: Gabriel Marquez

Producer: Aleen Kim

Designers: Theo Daley, Jeremy Cox, Joey Salim, Will Huang

Compositors: Jeremy Cox, Daniel Pernikoff

Editor: Caleb Woods

Coordinator: Kacie Barton

Assistant - Element Shoot: Zachary Stephens

Stand-In - Element Shoot: Nathaniel Cox


Hell on Wheels

Pitch Design

The pitch phase designs were based on the client comments of being non photographic and visceral. The solution I devised was a line we follow as it scars the landscape, ultimately ending with two graphic lines symbolizing the tracks.


Concept, Art Direction, 3D / Produced at Imaginary Forces

Playing with the letterforms each world would be contained within a letter, this would be the genesis of fun and creativity that is nickelodeon. The concept was to have multiple versions each highlighting a different genre of film to show before the movie started.


Design, 3D / Produced at Logan


Design / Produced at Imaginary Forces

Nominated for an Emmy for outstanding main title design, this was a graphic reduction of the shows main concept, insidious plots hidden in plain sight, these frames show that in everyday elements there can be a larger overarching plan.

Director: Karin Fong

Executive Producer: Anita Olan

Producer: Cara McKenney

Designers: Karin Fong, Theo Daley, Jeremy Cox

Animators: Jeremy Cox, Andrew Chung, J.J. Johnstone

Editors: Jordan Podos, Caleb Woods, Adam Spreng

Design Assistants: Daniel Farah, Leo Marthaler

Coordinator: Emily Nelson


God of War III

Design, Composite / Produced at Imaginary Forces

Inspired by Greek pottery, Imaginary Forces and I used all the graphic patterns, colors and textures of the period to bring Kratos' story to life in-game cinematics and the main opening. A lot of hours were spent playing the first two games to get each key moment in his journey right.

Director: Karin Fong

Executive Producer: Anita Olan

Producer: Brian Butcher

Designers: Jeremy Cox, Theo Daley, Arisu Kashiwagi

Design Assistants: Alan Williams, Andrew Chung

2D Technical Director: Jeremy Cox

Lead Animator & Compositor: Theo Daley

2D Animators & Compositors: Ted Kotsaftis, Matt St. Leger, Dan DeGloria, John Stanch, Matt Tragesser, Dennis Go

3D Technical Director: Joshua Harvey

3D Animators: Joshua Harvey, Nate Homan, Dan Fine, Steve Talkowski

3D Particles and Effects: Luba Drozd, Rich Magan

Character Animations: Nick Johnnides, Matt Connolly, John Payne, Mike Ambrogi

Character Rigging: Lee Wolland

Lighting and Render Artists: Nate Homan, Yuliya Vinokur, John Payne

Editors: Corey Weisz, Eron Otcasek

Coordinators: Emily Nelson, Kacie Barton

End Credits Layout and Animation: Andrew Chung


Witches of Eastend

Art Direction / Produced at Juniper Jones

For the premiere of this show, we decided to use the transformation from day to night to signify the awakening of their dark arts. I also had the opportunity to assemble the team from look dev through compositing, to execute my styleframes.

Client/Agency: Lifetime

SVP Brand Strategy and Creative: Tim Nolan

SVP Creative: Valerie Albanese

Creative Director: Vedia Ayvaz

Associate Producer: Benjamin Asher

Production Company: Juniper Jones

Creative Director / Director: Kevin Robinson

Director of Photography: Martin Ahlgren

Art Director: Theo Daley

Editors: Eli Mavros, Eron Otocasek

Executive Producer: Susie Shuttleworth

Live-Action Producer: Rayna Saslove

Post-Producer: Ruhiya Nuruddin

Associate Producer: Kyle McKevney

Storyboard Artist: Adrian Hashimi

Production Services Company (Vancouver): Means of Production

Executive Producer: David Bouck

Head of Production: Heinrich Beisheim

Producer: Jill Sartore

Art Director: Athea Boyes

Visual Effects Company – Fire: Catastrophic FX

VFX Supervisor: Allan McKay

Visual Effects Company – Color & Finishing: Artjail

Creative Director: Steve Mottershead

Executive Producer: Leslie McCartney

Music Company: Jingle Punks

Music Track: "Come As You Are" performed by Masha Shirin

Final Mix Company: Plush New York

Mixer: Michael Vitacco


Glade Dir. Cut

Art Direction and Design / Produced at Sibling Rivalry Studio

A full global campaign, the goal was to highlight the different emotions Glade can make you feel through double exposure, telling the internal story of our heroines.

TD Ameritrade

Art Direction, Design / Produced at Imaginary Forces

Lots of sketching and hand drawn elements, the script asked for playful and intriguing ways to combine data visualization with the end of the mayan calendar.

Smirnoff Blueberry Lemon

Design / Produced at Imaginary Forces

Taking the concept of space and playing with the two key ingredients in this Smirnoff drink, I created frames to show the power as blueberry meteors collided with lemon planets.

Screenvision Upfront

Art Direction / Produced at Eyeball

A pre screening event to draw in thousands, my role was to take all the information and create a thread for the anthem spot.


Director / Self

A collaboration with Johanes Kurnia, this piece was an experiment to combine 3D with a more illustrative style.

Theodore Daley is an Emmy nominated designer, born in Toronto, Canada and currently based in New York City.

He has been recognized for his work on numerous projects ranging from TV, film, commercials, show packages, events, digital and print campaigns. Clients include AMC, NBC, ESPN, NIKE, NFL, Showtime, MTV, Ralph Lauren, Sony and Microsoft. His work has been published in numerous design publications and exhibitions worldwide.