Immersion Room

05/13/2026

Why your storyboard might not work for virtual production...

AI-generated storyboards love a dramatic wide shot, but when you get on set, focal length changes everything. Here's what 17mm, 40mm, 70mm, and 200mm actually look like on an LED stage:

17mm? You're seeing the stage floor.
200mm? You have to pull so far back the system can't track your camera position, and there goes your parallax.

This is why pre-production conversations about focal length aren't just technical nitpicking... they ensure you get the shots you're actually looking for with no surprises.

We're Immersion Room, Toronto's LED stage at Downsview Park. Follow along if you want more breakdowns like this.

05/05/2026

Take a look back at this holiday KIA commercial that INNOCEAN + Cooper Films shot in October of last year. They filmed both English and French versions, staged across 5 distinct digital environments, from cozy interiors, snow-capped ski resorts, to winter forest driving scenes.

04/06/2026

Did you know that Immersion Room can film driving plates for you?

• With our expertise, we can film plates with the correct practical requirements such as location, time of day or season. ☀️
• We can also take technical requirements into consideration such as frame rate or exposure for your production’s needs when filming on our LED volume in 🎥
• And lastly, we film with your script in mind, so the duration, turns, stops, vehicle speed, align with your vision… as long as it is legal and safe, we will do it 😉

No more settling for plates that fulfill only a fraction of your checklist. Reach out to discuss how you can get the perfect plates for your next driving shoot. 🚙

02/19/2026

Watching the Finals Women’s Hockey game in style! 🇨🇦

10/02/2025

Wrapping up the 6th year of Immersion Room! 🎉

From launching in the middle of the Covid crisis, to making our first technology sale, it’s been a journey full of highs, lows, and everything in between.

We couldn’t have done it without the amazing creators, collaborators, and community who’ve been part of the ride. Immersion Room has always been about the people who make it possible 🫵 you. So regardless of when you joined us on our journey, we want to say ... thank you!

Sign up for our newsletter and come along for the next chapter of the journey 💙
https://immersionroom.com/contact

09/02/2025

Dear Producers,

We crafted this latest demo reel with you in mind— highlighting the possibilities of virtual production on our LED stage. Whether you’re crafting commercials, films, or music videos, we’re here to assist in bringing your creative ideas to life.

See for yourself and imagine what we can build together. ✨

Love,
Immersion Room 💙

We crafted this latest demo reel to showcase what’s possible with virtual production on our LED stage. Whether you're working on commercials, features, or mu...

08/15/2025

We just had a cancellation so we're offering 20% off regular Plug & Play prices.

Available from August 25th to 29th.

First come first served, get it before it's gone!
Email [email protected] to secure a date.

08/12/2025

Try not to drool...
🔥☀️🥩
Impossible Studios brought the heat (and the meat) for this A1 Steak Sauce spot filmed using our Plug&Play services.

08/05/2025

📢 Our latest product reel is live!

This reel showcases a mix of recent work (and a few old favourites) from across industries. Iconic names like A1 Steak Sauce, Pepsi, Crystal Flyers, and Herschel make an appearance, alongside many other standout products. 🛍️

See how we turn everyday products into unforgettable visuals. 👀

From bold flavours to household favourites, our latest product reel is here.This collection spotlights some iconic brands you know and love, A1 Steak Sauce, ...

07/29/2025

We had Kardinal Offishall in our studio for a Lincoln commercial. The timeline was short, but our team created all the digital scenes used for this Sportnet & CityTV spot. Our artists built the Toronto skyline from scratch in Unreal, and yes, we filmed custom nighttime driving plates of Toronto just for it.

Whether you’re shooting on location first or pickups later, we can capture plates of the same location to use on our That means you get bespoke, one-of-a-kind plates for your production.

No more wading through online collections.
No more plates that are too short.
No more continuity editorial nightmares…

And if we’re involved from the start, we shoot with your script, lens package, and final vision in mind.

Custom plate packages available now!
📍Wherever 🚙
🌇Whenever 🌃

Reach out at 📧 [email protected] to learn more!

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Director: Paul Sidhu
Producer: James Ladd
AD: Billy Shand
Social Producer: Deidre Hambly
Commercial DP: Devon Burns
Camera Assist: Richard Liani
Social DP: David Zelkovitz
Sound Technician: David Dunlapp
Art Director: Emily Nolan

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Head of VP: Mike Boers
DOP + VP Supe: Justin Yaroski
Lead VP Artist: Jess Kalucki
VP Artist: Heather Campbell