At Groove Jones, pushing the boundaries of immersive storytelling has always been at the heart of what we do. As recent reports of new Apple Vision Pro headsets appear online, the spatial computing revolution continues to gather momentum—we are excited to announce a significant investment in the future of immersive content production: the addition of the Blackmagic URSA Cine Immersive camera system to our studio’s toolkit.
The Future of Immersive Filmmaking: Blackmagic URSA Cine Immersive
The Blackmagic URSA Cine Immersive is the first camera purpose-built for Apple Immersive Video—a groundbreaking video format developed by Apple for the Vision Pro. Designed to capture content at 8K resolution with a 3D 180-degree field of view and spatial audio support, the URSA Cine Immersive delivers lifelike experiences that are as close to “being there” as it gets. The custom lens system sensor delivers 8160 x 7200 resolution per eye with pixel-level synchronization and an incredible 16 stops of dynamic range, so cinematographers can shoot 90fps 3D immersive cinema content to a single file.
Apple has already demonstrated compelling uses of the immersive format through short films, sports coverage, documentaries, and live entertainment on the Vision Pro. The stunning clarity, stereoscopic depth, and wide field of view made possible by the system are redefining viewer expectations, and we’re excited to bring that same next-generation fidelity to branded content and commercial storytelling.
If you have tried the Vision Pro, you may have already seen some breathtaking content shot on the Blackmagic URSA Cine Immersive system.
- Wild Life – A nature documentary series that brings viewers up close to some of the most charismatic creatures on the planet, premieres in August
- Boundless – Viewers embark on the trips they’ve only dreamed of as they meet inspiring people in extraordinary places.
- Submerged – The first scripted short film captured in Apple Immersive Video, written and directed by Academy Award winner Edward Berger.
- Red Bull: Big-Wave Surfing – Viewers will feel the power of the ocean like never before as elite surfers attempt to ride the barrel of the heaviest wave in the world off the remote coast of Teahupo’o, Tahiti.
- The Weeknd: Open Hearts – Apple Music Award-winning and seven-time diamond-certified artist The Weeknd in an immersive experience.
Why the URSA Cine Immersive Is Perfect for Apple Vision Pro Content
Apple’s Vision Pro sets a high bar for immersive media. To meet those standards, creators need tools that capture studio-grade visuals optimized for spatial playback. The URSA Cine Immersive was co-developed by Apple and Blackmagic Design to precisely match the Vision Pro’s capabilities, ensuring that the footage not only fits the hardware but also elevates the immersive experience.
Apple’s Immersive Video format makes it a must-have for storytellers and creators exploring spatial computing. With advanced sensor technology, ultra-sharp optics, and deep support for spatial audio integration, the URSA Cine Immersive camera enables us to craft high-impact narratives and branded experiences designed specifically for audiences using the Apple Vision Pro.
Groove Jones: Over 10 Years of Immersive Live-Action Content Capture
For over a decade, Groove Jones has led the charge in immersive storytelling, consistently pioneering technologies that redefine what’s possible. Specializing in breathtaking 360º VR experiences and volumetric captures, we’ve become trusted storytellers for some of the world’s most innovative Fortune 500 brands. Our co-founder and lead director, Dale Carman, has been shaping immersive media since directing the industry’s first-ever immersive automotive commercial for Acura, creatively rigging 12 GoPros onto a custom-built, 3D-printed rig.
“At the start, I was constrained to capturing 2K resolution footage at just 30 frames per second, with a very limited dynamic range,” recalls Dale. “Even then, the potential was undeniable—immersive media had a unique power to transport viewers and evoke something genuinely special.”
For over a decade, Groove Jones has been at the forefront of immersive video production. From delivering 360º live-action VR content for Fortune 500 brands to deploying multi-camera volumetric capture setups, our studio has consistently evolved with the tech to tell stories in powerful new ways.
Since those early days, Dale has been on an unrelenting quest for more pixels, higher frame rates, and richer dynamic range. “I began my journey with just 2 million pixels. Now, I finally have 56 million pixels—per eye—at a seamless 90 frames per second,” Dale notes with excitement. With the advent of Apple Vision Pro, Apple collaborated with Blackmagic Design to introduce the URSA Cine Immersive camera, a groundbreaking leap forward.
Equipped with dual 12K sensors delivering pristine 8K imagery to each eye, an expansive 16 stops of dynamic range, and ultra-smooth 90fps capture, this revolutionary camera delivers unprecedented resolution, color fidelity, and realism. The result? Immersive experiences that are sharper, richer, and more lifelike than ever before.
“Finally,” Dale concludes, “I can truly elevate storytelling, enhancing the viewer’s presence and deepening their emotional connection to the narrative. This is the immersive storytelling I’ve always envisioned.”
Below are the companies that Dale Carman has worked with for their immersive commercial productions.
- Acura
- American Airlines
- American Express
- AT&T
- Comcast
- Embodied Labs
- Fiat
- Frito-Lay
- GE
- Givaudan
- Kaiser Permanente
- NASCAR
- Porsche
- Verizon
- Samsung
- SpikeTV
- State of Nevada
Our investment in the URSA Cine Immersive continues that legacy—empowering us to bring premium, spatial content to platforms like Apple Vision Pro with unmatched realism and storytelling precision.
We’ve worked across industries—from entertainment and automotive to healthcare and education—to help brands leverage immersive content to connect, captivate, and convert their audiences. Now, with the URSA Cine Immersive in-house, we’re doubling down on helping brands develop dynamic spatial video strategies that support marketing, training, entertainment, and beyond.
How We Can Help Your Brand
Whether you’re looking to create an immersive Vision Pro experience to showcase a product, elevate an event, tell a story, or train your teams, Groove Jones has the expertise and now the latest Apple-optimized camera technology needed to make it happen.
We offer full-scale production services—from script writing, storyboarding, previsualization, and on-location filming to postproduction in Apple Immersive Video workflows.
Let’s work together to build something truly immersive.
Connect with us to learn how Groove Jones can help you produce world-class immersive content for the Apple Vision Pro and the future of spatial computing.
