Forever, the global creative group behind FutureDeluxe, Tendril, Builders Club, Found, and Trizz, has announced the appointment of Chris Bahry as Chief Executive Officer.
Bahry co-founded Tendril and built it from a boutique creative lab into one of the most recognised studios in motion and design, trusted by brands including Apple, IBM, and Hublot. Tendril became a founding pillar of Forever in 2023, and Bahry most recently served as the group’s Chief Creative Officer. He takes the role as one of the few chief executives in the industry who has spent his career inside the work itself, and will lead the group alongside the existing executive team, including CFO Oliver Boughton and COO Kate Bate.
James Callahan, who has led Forever since its formation, steps back from day-to-day leadership and will continue to support the group’s growth as founder and board member.
The transition comes as Forever prepares for its next phase of growth, and it reflects a clear belief: as artificial intelligence transforms creative workflows and lowers barriers to production, competitive advantage will increasingly come not from scale and automation alone, but from creativity, taste, and judgement. This is not a conventional CEO succession. It is a deliberate signal that the next generation of category-defining creative companies will be led by people who have built their careers around the work.
“As technology makes execution increasingly accessible, creative vision, originality, and taste become more valuable,” said Callahan. “In a world where almost anyone can make almost anything, taste, knowing what should be made and how to make it resonate, becomes the real differentiator. We’ve always believed creativity is our greatest advantage, and putting creative leadership at the centre of Forever is the best way to protect and strengthen that advantage for the future.”
As part of this commitment, Forever has increased dedicated research and development time across its five studios, treating exploration as core infrastructure rather than a discretionary luxury.
Over the last five years, Forever has grown from a single independent studio into a global collective spanning North America and Europe. Today the group brings together more than 200 people across its five studios, collaborating with brands including OpenAI, Meta, Ferrari, ESPN, Apple, Aston Martin, Coinbase, Samsung, and Moncler. Rather than consolidating its studios into a single brand, Forever has pioneered a different model, bringing distinctive creative voices under one roof while preserving the culture, talent, and identity that make each studio special.
The appointment also reflects the growing importance of North America to Forever’s future. With many of the group’s most significant client relationships based in the United States, Bahry will be based in Toronto, helping the group orchestrate international scaling alongside more deeply localised execution for clients across the continent.
“Over the last five years, our team has built something rare,” said Bahry. “Forever has assembled an extraordinary collection of studios, each with its own voice and perspective, united by a shared belief in creativity and craft. We’re entering a period of profound change for our industry. AI will transform how work gets made, but that only increases the value of original ideas, taste, craft, curiosity, and experienced creative leadership. The businesses that thrive will be those that use technology to amplify creativity.”
“Our ambition is to keep building the most creatively ambitious group in the world: one where exceptional people do the best work of their careers, where technology strengthens creativity, and where the work we make moves culture and builds enduring relationships with the world’s most exciting brands.”
About Forever: Forever is a global creative group bringing together FutureDeluxe, Tendril, Builders Club, Found, and Trizz. With teams across North America and Europe, Forever partners with many of the world’s leading brands to create design, motion, live-action, and immersive experiences defined by craft, innovation, and creative excellence.
Website: thinkforever.com
Media Contact: Erika Kessel