Pinewood Atlanta Studios, owner of the UK’s iconic Pinewood and Shepperton Studios, has appointed Pulse Evolution co-founder Frank Patterson as its first president.

He’ll assume the newly created role on January 1, 2017 and will report to Pinewood Atlanta Studios’ board of directors.

Patterson will provide strategic leadership and oversee the planned expansion of Pinewood Atlanta Studios, which is already the third-largest film studio in the U.S. and the largest purpose-built film studio outside of Hollywood. He will also be charged with leveraging its existing assets to attract emerging technologies and complementary businesses that can benefit from Pinewood Studio’s state of the art facilities and technology offerings.

A 30-year veteran of the entertainment industry, Patterson currently serves as Chief Creative Officer and is co-founder of Pulse Evolution Corporation, a digital media company that produces computer-generated human likeness applications. In 2014, he produced the Billboard Music Awards performance that featured a hyper-realistic digital human in the likeness of the late Michael Jackson.

“Frank is very experienced in all forms of movie production,” said Pinewood chief exec Ivan Dunleavy. “He has a keen understanding of how emerging technologies are impacting on the future of the creative screen industries. I am delighted that he has chosen to join Pinewood Atlanta Studios.”