Groove Jones

09/18/2026

There’s more than one way to sketch a mural.

Artist Alli Koch of Alli K Design is using VR as a guide to transfer her digital designs onto physical walls. Compared with her traditional projector setup, it gives her more freedom to sketch on her schedule, divide large walls into sections, and work alongside another artist.
It’s a practical upgrade, not a creative takeover. The technology helps with the setup, while Alli’s vision and hands-on craft remain at the center of the process.

We caught up with Alli to learn how VR is fitting into her workflow, and why she thinks other artists should give it a try.

Bonus: apparently, it’s also a pretty good party trick.

Read the conversation:
https://pulse.ly/evni38fgzg

09/16/2026

Be Pro Be Proud is here in Texas, and we couldn’t be more excited!

Our partners Gary and Dan were at the Texas launch this morning, getting to see the trailer in action, including the VR games our Groove Jones team created.

We love being part of a program that helps students explore skilled careers and discover possibilities for their future. But getting to see it launch in our home state? That just hits different.

Texas is where Groove Jones calls home, and bringing this work here feels like a full-circle moment. We’re so proud to be part of it and can’t wait for more Texas students to give these experiences a try!

A big congratulations to the Be Pro Be Proud Texas team and everyone who helped make this happen.

09/14/2026

Your Magic Mirror drew a crowd. What happened next?

For brand and agency teams, that question belongs in the planning meeting. A clear campaign objective helps define the experience, the participant’s next step, and how success will be measured.

Our latest Sandbox article, “How to Measure an AI Mirror Activation: From Attention to Action,” explores the full participant journey: who approaches, who starts, who finishes, who retrieves their content, and who takes a follow-up action.

Those distinctions matter. Creating a video and downloading it are separate steps. Understanding where people continue or drop off gives teams useful direction for both experience design and reporting.

If you’re planning an AI mirror for an event, retail space, or fan activation, start by deciding what you want guests to do—and how you’ll know they did it.

Read the full article on our site: https://pulse.ly/zlw05ar1tg

09/10/2026

A great immersive experience shouldn’t have to end when the trade show does.

After “Yank the Tank” debuted at the International Builders’ Show, Rinnai America took the experience on the road. Eight vehicles equipped with portable VIVE VR systems brought the virtual SENSEI™ tankless installation to almost 800 stops across the United States and Canada.

What began as a three-minute activation became a scalable way to demonstrate the product, build installer confidence and connect with customers well beyond a single event.

It’s a strong example of how immersive content can become more than a booth attraction; it can become a platform for ongoing education, engagement and lead generation.

Explore the full story on our site: https://pulse.ly/ipuvbt2qia

09/09/2026

Complex science deserves a story people can step inside.

9to5Mac recently spotlighted Groove Jones’ Apple Vision Pro work for Pfizer in its coverage of spatial computing in healthcare.

Created with Pfizer, the mixed reality experience brings its oncology story to life through human stories and interactive exploration.

Participants enter a virtual lab and assemble a digital antibody-drug conjugate (ADC), exploring the components behind this targeted approach to cancer treatment.

For our team, that’s where immersive storytelling gets interesting: giving audiences an active role in exploring a complex subject. By connecting creative storytelling with hands-on interaction, the experience is designed to help patients, healthcare providers, and internal teams engage with Pfizer’s science and mission.

Read the full article: https://pulse.ly/x2udl5mvuw

09/07/2026

Clocked out. Paws up. Happy Labor Day from the Groove Jones team.

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....