Groove Jones

09/03/2026

How do you make complex cancer science feel human?

Working with Pfizer, Groove Jones set out to communicate a story of resilience and oncology innovation. We created an immersive mixed reality experience for Apple Vision Pro that connects scientific discovery with the people it is meant to serve.

The journey begins with real-life narratives from patients, families, and scientists. From there, audiences enter an authentic Pfizer laboratory, where spatial sound cues, cinematic visuals, and intuitive gesture controls invite them to explore the science firsthand.

Participants can examine the lab, interact with advanced technologies, and travel inside the bloodstream to see targeted treatment in action.

It’s a powerful example of what spatial computing can do when technology serves the story: help audiences understand not only what an innovation does, but why it matters.

Explore the full case study:
https://pulse.ly/wsnijeodns

09/01/2026

People learn by doing. Sometimes “doing” involves a virtual sledgehammer.

Rinnai America wanted to show professional installers that switching to a tankless water heater was easier than they might think. Groove Jones created “Yank the Tank,” a VIVE VR experience that let participants demolish an old tank before completing a guided installation of Rinnai’s SENSEI™ system.

Along the way, users faced practical decisions involving gas lines, venting, and other installation details, with helpful guidance built into the experience.

The result turned technical product education into an engaging challenge, building confidence while giving trade show attendees a reason to step into the booth and stay awhile.

Read the HTC VIVE white paper on our site:
https://pulse.ly/bpnp7ixnms

HTC Vive selected a production by Groove Jones for our client Rinnai America to highlight the feature benefits of their HTC Vive hardware. Link to the White Pap...

08/27/2026

What happens when fans stop watching and start participating?

AR is changing the playbook for sports marketing, turning jerseys, murals, vehicles, stadiums, and even athletes themselves into interactive experiences.

From WebAR and gamified challenges to real-time tracking and AI-powered Magic Mirrors, we’re breaking down the immersive technology helping teams and sponsors create deeper fan connections and measurable engagement.

See the immersive plays turning spectators into participants: https://pulse.ly/jecsqm09m0

Sports marketing runs on emotion, and emotion is exactly what a static ad struggles to deliver. Fans watch with a phone already in hand, sponsors want proof tha...

08/25/2026

What if AI’s biggest creative opportunity isn’t making the work, but removing the friction that gets in the way of it?

More than 20 years ago, Groove Jones CEO Dale Carman was already chasing the idea of “creative at the speed of thought.” Today, AI is bringing that idea closer to reality.

In this Sandbox, Dale explores what working alongside his AI agent, Chip, is teaching him about creativity, experimentation, and the changing relationship between ideas and ex*****on.

His biggest takeaway? Don’t hand the machine the creativity. Hand it the friction.

Because when the tedious work, technical roadblocks, and translation between idea and ex*****on start to disappear, human taste, judgment, and point of view matter even more.

Read the full Sandbox to see how Dale is putting that thinking into practice: https://pulse.ly/un8ikgv8g8

I have been chasing the same sentence for twenty-four years: Creative at the speed of thought. In March 2002, I was the visual effects supervisor on Spy Kids 2....

08/24/2026

“AI mirror” may sound like one technology, but it describes several very different experiences.

Some transform a participant live as they move. Others capture a photo and generate a polished image. Some create animated videos, while others transport guests into a complete brand world.

The right choice depends on what the audience should do, feel, and remember, not simply which AI model or screen is being used.

In our latest Sandbox article, we break down the major types of AI mirrors and explore how marketers can choose the right approach for fan engagement, retail discovery, live events, and personalized content.

Read the full article: https://pulse.ly/ddccobudcy

Stand in front of a screen. Choose a look. A moment later, you are wearing a new outfit, stepping into a character, or appearing inside a completely different w...

08/21/2026

A few headsets getting ready for their next assignment.

VR continues to be one of the most powerful tools in our immersive toolkit. From brand activations and product demos to enterprise training and multiuser experiences, VR puts people inside experiences that can teach, engage, and leave a lasting impression.

This lineup in our studio is getting updated for an exciting new phase of a production we’ve been working on. More to come.

08/20/2026

We’re excited to have Groove Jones’ William O’Donnell speak at Detroit Immerse and Connect on August 25.

Drawing on 20+ years of digital experience and interactive media, William will explore how immersive technology is evolving from a digital destination into an intelligence layer that moves with us through the physical world.

We’re looking forward to seeing William take the stage and represent Groove Jones alongside leaders in immersive technology and digital experience.

Get tickets: https://pulse.ly/vzq1lkfr6a

08/18/2026

What goes into designing a Magic Mirror experience?

For Alcon’s New Technology Showcase, Groove Jones customized our FitCheck™ Magic Mirror and GenVFX platform to create a real-time virtual wardrobe experience inspired by the 1920s setting of the event.

The technology does more than overlay an outfit. It tracks guests’ movements and actions in real time, allowing the virtual wardrobe to move naturally with them as they pose, interact with the clothing, or even hold objects like a drink. The system can also recognize and transform multiple guests at the same time.

Behind the scenes, we designed the complete experience, from custom wardrobe options and user flow to animated graphics that matched the event’s Art Deco theme.

Once a guest finishes their session, the system automatically captures and encodes their video, adds music and branded graphic treatments, and generates a unique QR code so they can access and share their personalized content within seconds.

It’s a great example of how Groove Jones combines custom creative, real-time interactive technology, and GenVFX to create a branded experience built around an event and its guests.

See the full case study: https://pulse.ly/yle3a0ug6q

07/27/2026

At Groove Jones, we love creating experiences that make a real impact. This project with Be Pro Be Proud is a great example of how immersive technology can inspire the next generation.

Many students never get the opportunity to step inside advanced manufacturing facilities, explore skilled trades, or experience careers in transportation, healthcare, and technology firsthand. Virtual reality helps remove those barriers by bringing these environments directly to them in a way that is engaging, memorable, and accessible.

This initiative gives young people the chance to explore career paths they may have never considered while helping build awareness around industries that are actively looking for the next generation of talent.

It is exciting to see organizations embracing immersive technology not just for entertainment, but as a tool for education, workforce development, and community impact.

If you're interested in seeing how VR is helping shape the future of career exploration, check out the project here:https://pulse.ly/mnaqqrzxyk

What role do you think immersive technology will play in preparing tomorrow's workforce?

Skilled trades are having a moment, and Groove Jones is proud to be part of the reason why. On July 13, 2026, about 80 ninth- through twelfth-grade students fro...

07/24/2026

The future of STEM just hit the road.

Angelo State University’s Mobile STEM Innovation Lab is bringing hands-on technology education directly to students across West Texas. Our team at Groove Jones developed three cornerstone experiences for the lab: VR cybersecurity training, an AI-focused experience, and an interactive STEM careers module.

Students can explore emerging technology, solve real-world challenges, and discover career paths that may have once felt out of reach.

For educators, this is a powerful reminder: immersive technology works best when it makes complex ideas tangible, memorable, and accessible.

We’re proud to help Angelo State University take STEM education beyond campus walls and inspire the next generation of innovators.

Read the full story - https://pulse.ly/7rcwhurfgf

Angelo State University's Mobile STEM Innovation Lab is now fully operational, and Groove Jones is proud to have engineered the interactive technology that powe...