Award-winning Web, XR, AR, VR & Digital Solutions
Groove Jones is an award-winning creative technology company that produces next-generation experiences for world-class brands. We are known for our award-winning work in AR (Augmented Reality), VR (Virtual Reality), ML (Machine Learning), AI (Artificial Intelligence), WebGL, and 3JS App development.
We work with the most recognized brands in the world – Amazon.com, AT&T, Comcast, Ford, Google, HP, IBM, Intel, Lexus, Mastercard, McDonald’s, Nestle, Samsung, State Farm, Salesforce, Toyota and Under Armour.
Our team hails from diverse disciplines – from creating location-based entertainment and amusement park rides, developing enterprise Apps and video games, to directing broadcast commercials and feature motion pictures.
We are artists, musicians, thinkers, creators, tinkerers, technologists, gamers, strategists, innovators, rebels, developers, and most of all, digital fanboys (and fangirls) with a common interest: consistently delivering amazing, effective work for amazing clients. We love what we do.
GrooveTech™ is our proprietary group of technologies that we’ve developed as a base for many of our productions. Our platform is secure, reliable, and flexible – allowing our team to configure solutions that will support our client’s marketing objectives. Our system is built upon best-in-class technology providing a comprehensive and speed-to-market solution.
- Strategic Planning and Consulting for Next-Generation Technologies
- AR Lens and Photo Filters – Facebook, Snapchat, Instagram
- Fan Engagement Experiences and Interactive Installations
- AI (Artificial Intelligence) and ML (Machine Learning)
- Mobile App Development and Design
- Camera Filters and Social Share Apps
- 360º Content Creation – 360 Videos and Interactive Applications
- CGI and Animation
- Multi-Touch Surfaces and Gesture-Based Reactive Interfaces

headquarters
other locations
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704 S 2nd StMinneapolis, MN 55401United States
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Los AngelesWest Hollywood, CA 90048United States
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ChicagoChicago, IL 60601United States
Focus
Portfolio
3M, 7 Eleven, AT&T, Amazon, Amgen, Capital One, Boeing, Comcast, Conagra Brands, Constellation Energy company, General Mills Cheerios Cereal, Dallas Mavericks, Denver Nuggets, ExxonMobil, FIAT, Ford Motor Company, Foxwoods Resorts, FX, GNC, Google, HP, Henkel, Hulu, IBM, Intel, Johnnie Walker, Kaiser Permanente, Lexus, Mastercard, McDonalds, Modelo, NASCAR, Sabre Global Distribution System, Samsung, Sleep Number, Slim Jim Conagra Brands, Toyota, Wingstop Restaurants, Western Union, VisionWorks, Zimmer Biomet, VisionWorks, Zimmer Biomet

ExxonMobil is Using An Innovative AR Experience
ExxonMobil Corporation (“ExxonMobil”) worked with Groove Jones to build an AR experience for the most recent World Petroleum Congress held in Houston, Texas. The AR experience was used in conjunction with a printed wall mural that was part of their booth at the event.
The AR activation is an innovative and engaging experience that showcases ExxonMobil’s leadership and technology expertise in the global energy transition to a lower-carbon energy future.

New Jersey Devils Third Jersey AR Campaign
The New Jersey Devils announced the historic release of the organization’s first-ever third jersey, and Groove Jones helped launch the design with an AR campaign.

NBC Once In A Lifetime Olympic and Super Bowl AR
STN Digital partnered with Groove Jones to help their client NBC Sports with a new activation celebrating a “Once in a Lifetime” event for NBC when both the Olympics and the Super Bowl will occur on the same day.
Fans have the opportunity to step into an AR world where they are in the center of an Olympic celebration in Beijing or on the football field for the Super Bowl and take a selfie.

Up Next in Commerce by Salesforce
Every day, online sellers of any industry must ask, “What’s next in commerce?” Even traditionally, in-person businesses are moving their physical stores to digital. The future is here. And e-commerce professionals live in it.
Full Case Study - https://www.groovejones.com/salesforce-webgl-threejs-online-experience/
This Salesforce Commerce Cloud awareness campaign exists to help businesses stay a step ahead. Ahead of expectations, of the competition, and of whatever comes next.
This initiative repositioned Salesforce as a thought leader in e-commerce. Every phase of the campaign journey contains tactical, action-oriented content. You don’t have to be a customer to get value from these materials. Notable among its activations:
- A direct mail kit including a VR headset, gifts, customer stories, and product information
- An original VR experience (created by Groove Jones): an immersive digital “nature park” of multiple environments, original films, a self-assessment quiz, and customer interviews
- A guided digital experience on salesforce.com with tips, trends, and resources
- An “Up Next” Podcast series (reaching #1 in Business and Marketing on Apple Podcasts) created in partnership with mission.org
Case Study - https://www.groovejones.com/salesforce-webgl-threejs-online-experience/

IBM Leverages AR and WebGL for THINK Event
Full case study - https://www.groovejones.com/ibm-leverages-ar-at-think-event/
The THINK conference is the annual event held by IBM that is considered the premier hybrid cloud and AI industry event. Attendees to the conference network and learn about IBM’s latest technologies.
Groove Jones was asked to create interactive digital experiences that the IBM executives and speakers could use during the event to highlight their world-changing technologies and bring them to life.
IBM Quantum System One Computer WebGL and AR Experience
The highlight at every event is the ability for attendees to have a chance to walk up and see the latest and greatest IBM technologies. Faced with the challenge of creating an engaging experience for a virtual event, the IBM team looked to Groove Jones to bring their newest products to life the IBM Quantum System One and the IBM Z Mainframe.
IBM Z WebGL and AR Experience
The IBM Z Mainframe also received an interactive WebGL and AR treatment. Participants could now get a virtual, hands on session with the newest model, the IBM z15.

The Whynauts – An Original Live-Action Educational Television Series for the Perot Museum of Nature and Science
Like most businesses, the Perot Museum of Nature and Science faces many challenges due to the COVID-19 pandemic. In particular, schools are currently unable to take educational field trips and museum visits. The leadership at the Perot Museum wanted to create a new way to connect with educators and administrators, students, and families to continue their mission – to inspire minds through nature and science!
Case Study - https://www.groovejones.com/the-whynauts-perot-museum/
The Perot Museum partnered with Groove Jones to develop an interactive visual component to its STEM (Science, Technology, Engineering, & Math) education programming. The result was a highly engaging and fun video series, aligned with TEKS (Texas Essential Knowledge and Skills) that brings a new learning experience to students across Texas.
The Whynauts series is not just a collection of virtual museum tours. The Whynauts feature adventures both inside the Perot Museum, and they travel anywhere across Texas! Yes, by the creative use of digital visual effects, the cast travels to all points around the state in the Whynauts QuadCopter.

WebGL “Game Over” Experience
BASF’s agency, VMLY&R wanted Groove Jones to help them create an exciting Arcade game and online digital engagement that farmers could play and learn about Teraxxa. They wanted to play off the classic arcade games in the look, feel, and technology for the game. Think Galaga. Centipede. Donkey Kong. Old school 8-bit arcade stuff.
Case Study - https://www.groovejones.com/teraxxa-game-pits-farmers-against-wireworms-...

Corona Experiential OOH and WebAR Experience Drive the Find Your Gameday Beach Tour
Groove Jones was brought on board to create a web-based AR portal experience as the digital companion piece to an on-premise mobile campaign tour for the Corona SBU Team.
The program took place across multiple cities – Dallas, Fort Worth, Houston, San Antonio, Phoenix, Nashville and New Orleans.
What originally started as a Summer Patio program, turned into a Fall Football program, and centered around Corona’s “Find Your Gameday Beach” theme with an at-home/at-bar patio tailgating program! The program ran from September through December of 2020.
Consumers were able to enjoy the iconic Corona beach experience via Augmented Reality using WebAR (no App needed). This program’s AR broke the CBBD company record for metrics/performance achieved during a program. Consumers who were over 21, could enter a sweepstakes through the AR experience for a chance to win the Gameday Patio.
Case Study - https://www.groovejones.com/corona-experiential-ooh-and-ar-experience/

Funky Buddha Premium Hard Seltzer WebAR Face Filter Launches with Super Bowl Commercial
Funky Buddha Brewery is airing their first commercial during Super Bowl LV which shows how drinking Funky Buddha Premium Hard Seltzer brings out the unique, funky side we all possess.
When you take a sip of Funky Buddha Premium Hard Seltzer and experience that fresh, brewed from cane sugar and agave taste, something amazing happens. Your funky side is unleashed. And when that funky side is unleashed, you start to see the world for the fun, creative, and always-interesting place that it really is. Groove Jones helped turn the humorous regional commercial spot into a truly unique national WebAR face filter.
Case Study - https://www.groovejones.com/funky-buddha-premium-hard-seltzer-webar-face...

Victoria’s Dia De Los Muertos Limited Edition Bottles WebAR Campaign
Upshot Agency worked with Groove Jones to create an AR experience for Constellation Brands’ Victoria Dia De Los Muertos campaign.
The experiences allow consumers to bring a series of custom bottle labels to life in celebration for the annual Mexican holiday.
Groove Jones designed the experience to work with WebAR.
Case study - https://www.groovejones.com/victorias-dia-de-los-muertos-web-ar-campaign/

VR Platform to Train the Next Generation of Students for Electrical Trade Skills
According to the U.S. Bureau of Labor Statistics (BLS) and the National Electrical Contractors Association (NECA), the United States is expected to have a shortage of electricians in the near future. Statistically, the number of retiring electricians is outpacing the rate of new electricians entering the field, with 10,000 electricians retiring each year and only 7,000 entering the field in return.
As a result, this is producing a knowledge gap in the electrical industry, which creates the need for additional training resources to prepare the next generation of electrical tradesmen.
IVRY Technologies selected Groove Jones to develop an interactive training platform utilizing VR to train electrical apprentices on how to wire homes and commercial premises. The program, named VET (Virtual Electrical Training), can be customized for various training protocols, as well as complying with safety standards.
Case Study - https://www.groovejones.com/vr-platform-to-train-the-next-generation-of-...

VR Recruitment App for AT&T – The AT&T HUB
Case Study - https://www.groovejones.com/vr-recruitment-app-att-hub/
AT&T has numerous development programs they use for recruitment purposes. In order to showcase and inform potential candidates about these programs, AT&T has created videos to tell each story. Groove Jones has been working with the AT&T College Recruiting team on the creation of several videos, which have been developed for VR (virtual reality) and shot in 360º.

Callaway Golf Launches In-Store AR Promotion for new MAVRIK Clubs
Case Study - https://www.groovejones.com/callaway-golf-launches-in-store-ar-promotion/
Callaway Golf used A.I. (Artificial Intelligence) and Machine Learning to create the new MAVRIK line of drivers, fairway woods, hybrids and irons. This tech influenced approach to a club head design and prototyping inspired the marketing team to tap into the power of AR (Augmented Reality) to demonstrate the new features and designs of the MAVRIK line.
AR was integrated to support the product launch in over 1,200 stores where golfers shop – in-store signage and promotions were part of the product release. We utilized QR-Codes and messaging at various touchpoints in the store.

VR for Concussion Care
The University of Mississippi Medical Center selected Groove Jones to build a VR tool for a research project, led by Dr. Jennifer C. Reneker, to understand the impact of a concussion injury on people. Case study - https://www.groovejones.com/health-vr-concussion-care/
The VR tool was created using Unity Technologies and the HTC Vive Pro Eye VR headset to measure performance while completing various tasks.

Modelo Web AR OOH Mural
Case Study - https://www.groovejones.com/modelo_ar_dia_de_los_muertos/
Modelo Brings the Dia de Los Muertos (Day of the Dead) Celebration to Life with AR Campaign
Groove Jones worked with the Constellation Brands Beer Division Southeast team to create a unique OOH and point of sale campaign that brings the Modelo art pieces to life through the power of AR. All you need is your phone to activate the experience.
The AR experience depicts traditional Dia de Los Muertos imagery with marigolds, an offrenda, candles, and a beautiful Katrina holding an ice-cold Modelo Especial.

Slim Jim Turns Fans into Randy “Macho Man” Savage at Comic-con with AR Camera Effect on Snapchat
Case Study - https://www.groovejones.com/slim_jim_macho_man_ar/
The legend of the Randy “Macho Man” Savage continues. Mattel, WWE, and Conagra are celebrating Savage’s time as a spokesperson for the Slim Jim brand and their memorable television commercials with a new action figure that is being released at Comic-con San Diego.
Groove Jones was brought on board by the agency B.I.O.S. to help them with the launch of this momentous, retro nostalgia event by creating a digital camera experience which turns fans into Randy “Macho Man” Savage!
How popular is retro pop culture in today’s world? Well, the action figure sold out online immediately after Sports Illustrated announced it. OH YEAH!!! The only way you can now get the action figure is at the Mattel booth at Comic-con.

Using Augmented Reality to See Fashion and Fitness Everywhere
Case Study - https://www.groovejones.com/amazon-ar/
Celebrating the New Year – Using Augmented Reality to See Fashion and Fitness Everywhere
To celebrate the new year, Groove Jones helped Amazon use AR (Augmented Reality) at a health and wellness event. The private event was held in New York and included some of the top fashion social media influencers and bloggers. iPads were set up around various stations at the event for the guests to interact and engage with the AR experience.
The experience was built using Apple’s new ARKit technology. This technology enables iPhone and iPad devices with iOS 11 to view and interact specially built AR content. Social Share the AR Experience The AR App allowed guests to select different workout routines as well as different outfits. The guests could then record and share the fun they were having with these AR lenses to a variety of different social platforms.

Ford Motor Company is Using a Gamified VR Experience to Demonstrate the New Co-Pilot360™ Safety Technology
Case Study - https://www.groovejones.com/ford_co-pilot360_vr/
We were asked by GTB and Ford to create an immersive and interactive VR experience for the public and press to get a firsthand look at the deep suite of Ford Co-Pilot360™ safety products.
Consumers and the press got a chance to take a VR driving experience in the 2019 Ford Edge and Explorer vehicles, that took them on a journey from their home, a drive on a busy highway and then into the city. This five-minute interactive experience put them in a variety of scenarios where they faced numerous obstacles and hazards to demonstrate safety technology.
The users attempted to react to the hazards and obstacles with a game controller to see how they measure up against the Co-Pilot360 technology. This was achieved by programming eye tracking into the experience to accurately understand which obstacles they noticed versus the ones that they missed.
These new DAT (Driver Assisted Technologies) are becoming an important part of your everyday life. This was the first time an automaker demonstrated the technologies in a side by side comparison, giving drivers a firsthand experience to test their abilities and compare against a DAT ride along.

ARKit Use Case with American Airlines – Digital Wayfinding
Case Study - https://www.groovejones.com/american_airlines_arkit/
AR Consumer Journey: A Use Case Demonstrating why Augmented Reality is a Game Changer for Digital Wayfinding.
We recently had the opportunity to work with American Airlines and Locus Labs on developing an AR enabled App using some of the new features available with Apple’s ARKit and Google’s ARCore. Groove Jones developed the AR in collaboration with American Airlines and Locus Labs.

Sleep Number Celebrates Super Bowl with Biggest VR Football Game Created
Case Study - https://www.groovejones.com/sleep_number_super_bowl_fan_engagement/
Fans of all ages got the chance to step out onto the 50 yard line and compete in the biggest VR Football game ever seen. This was all part of the 10 day Super Bowl Live event leading up to the big game in Minneapolis, MN. The experience is part of Sleep Number’s fan engagement at the game.
Nearly 6000 People Played
Nearly 6,000 people took part in the VR experience, while countless others look on through the glass front.
Sleep Better. Play Better.
The game experience is fun but it has a message. The first part of the game sets the stage, you have 60 seconds to throw as many passes as you can at targets down the field. The further the target, the higher the points.

Dallas Mavericks Commemorates Dirk Nowitzki’s Retirement with a 41.21.1. Augmented Reality Fan Engagement
Case Study - https://www.groovejones.com/dallas_mavericks_dirk_nowitzki_ar/
The Dallas Mavericks commemorated the retirement of the legendary Dirk Nowitzki on April 9, 2019, by releasing four unique augmented reality experiences at Dirk’s last home game at the American Airlines Center in Dallas Texas. Groove Jones was asked to take part in this huge event in Dallas sports history, making it the 3rd AR campaign with the Dallas Mavs this season.
The Final Home Game – Commemorative Ticket
For the final home game on April 9, 2019, the Mavs created a commemorative ticket (22,000 printed) that fans can scan with their phone to unlock the AR experience. Once scanned, the ticket turns into a Dallas Mavericks branded basketball court and a giant 3d video screen appears playing highlights from of Dirk across all 21 seasons.

Rinnai American Using VR to Demonstrate How Easy is it to Install Their Tankless Water Heater to DIY'ers and Home Improvement Audience
Case Study - https://www.groovejones.com/rinnai_america_vr/
Rinnai America Using VR to Demonstrate How Easy It Is To Install A Tankless Water Heater
Rinnai America hired Groove Jones to create a VR experience for DIY’ers and professional installers to see how easy it is to install a tankless water heater. The VR experience was launched at the 2018 International Builders’ Show (IBS) in Atlanta to rave reviews.
For those that have heard about tankless water systems, but are overwhelmed by what it takes to install one, this VR experience is the key to overcoming those fears. In no time, you get a first hand experience of installing Rinnai’s newest system while a crowd cheers you on at the IBS trade show.

Covestro is Using VR to Transport its Customers into the Year 2030
Case study - https://www.groovejones.com/covestro-future-of-mobility-vr/
The automotive market is going through rapid and fundamental changes with autonomous driving, ride and car sharing and vehicle electrification. Covestro is a leading producer of advanced polymers and high-performance plastics in North America and around the world. The company has been looking into the future of mobility to guide its development projects and ensure its automotive materials can meet the needs of tomorrow.
Groove Jones worked with the Covestro Future of mobility (FoM) team launch a new VR (Virtual Reality) experience that allows you to step into that future.
The Covestro team predicts that autonomous vehicles, electric vehicles, and vehicles built for ridesharing purposes will shift the focus from the driving experience to the riding experience, which will requiremore high-value material solutions for vehicle interiors. GrooveJones worked with the team to illustrate that story through a dynamicand interactive VR experience.

FX Network’s American Horror Story VR Experience at Comic-Con San Diego
Case Study - https://www.groovejones.com/fx-american-horror-story-fearless/
IGN Called This the Most “Terrifying” VR at Comic-Con San Diego
Welcome to the nightmare world of American Horror Story. This year FX Networks launched a VR experience at Comic-Con San Diego to tease the latest season of the horror franchise. Fans of the show got the chance to step into the AHS world with the HTC Vive.
Debuting publicly for the first time just outside the convention center at the Hilton Bayfront Park, FX built an immersive American Horror Story VR experience for fans inside a dark ominous looking silo.
North Kingdom, the creative agency, selected Groove Jones as the VR studio to help bring their vision to life. This was not an experience for the faint of heart. This was top notch horror and fans were given a glimpse into what was ahead in this years super secret season.
After entering the silo, fans are taken into a room and asked to lay down on a bed structure.
Sounds of screaming can be heard outside of the silo.
Huge Success
- +200,000,000 social impressions were generated at Comic-Con
- +440,000,000 media impressions
- 2017 Winner of Best VR at the Shorty Awards
Reviews
the project
AR App Dev for Youth Education Organization
"Groove Jones brought up great ideas, but they were also able to evolve the product fairly quickly."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
We are a large youth education organization. I’m the senior interactive producer and I manage all of our digital properties.
What challenge were you trying to address with Groove Jones?
We wanted to make our education tools more engaging and effective through the use of AR.
What was the scope of their involvement?
After the RFP process and proposal evaluation, we worked with Groove Jones to develop the concept of the AR experience. We created the 2D storyboards, content, and design, and their team went ahead to develop and beta-test the AR app.
What is the team composition?
I worked with around 7–8 people.
How did you come to work with Groove Jones?
We came to choose Groove Jones over other providers because of their library of work.
What is the status of this engagement?
We started working with them around October–November 2021, and the project was completed last February 2022.
What evidence can you share that demonstrates the impact of the engagement?
We’re still currently tracking the usage metrics of the app, but overall, we were very happy with the services provided by Groove Jones.
How did Groove Jones perform from a project management standpoint?
We communicated via email and Slack.
What did you find most impressive about them?
They were very creative, flexible, and efficient. Groove Jones brought up great ideas, but they were also able to evolve the product fairly quickly from their original idea.
Are there any areas they could improve?
They could ensure that the whole team is aware of the initial project requirements.
Do you have any advice for potential customers?
I trust that my friends know how to work with an agency, so I don’t have any special notes. I know that Groove Jones is good at what they do.
the project
AR/VR Development for HVAC Equipment Manufacturer
"They had great ideas and they made very impressive content."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the Director of Marketing for AAON Inc. We manufacture semi-custom commercial air conditioning.
For what projects/services did your company hire Groove Jones, and what were your goals?
We created a new mobile marketing show trailer to take our equipment and technology to our customers. We wanted to have the best show trailer for our industry. We have a 24' wide x 5' tall touchscreen in this show trailer. Groove Jones created all of the content for this touchscreen. Groove Jones also created a custom VR experience for this trailer with three different activities.
How did you select this vendor and what were the deciding factors?
Our trailer manufacturer had worked with this before and highly recommended them. We met with them and were very impressed.
Describe the scope of work in detail, including the project steps, key deliverables, and technologies used.
They created content for our touchscreen display and a VR experience. The touchscreen display included a video player for videos that we already had, a new interactive 3D environment showing our testing laboratory, and interactive 3D models of all of our products.
The VR experience consisted of a 360 degree camera tour of our testing laboratory, a 360 degree camera tour of one of our manufacturing plants and a custom built 3D environment on top of a skyscraper where a helicopter lands one of our rooftop air conditioners on the skyscraper and you can open the unit to see the features that we have inside.
How many people from the vendor's team worked with you, and what were their positions?
We worked with two of the owners, a producer and two content developers.
Can you share any measurable outcomes of the project or general feedback about the deliverables?
Our launch of our mobile marketing trailer has been a stellar success. Our reps around the country are excited to have the trailer in their territories and we have booked up half of this year already.
Describe their project management style, including communication tools and timeliness.
Groove Jones is very easy to work with. We had video conferences, they visited us, we went to their place and we emailed a lot too. We had a hard deadline to have this completed by our National Sales Meeting in October of 2021. There wasn't a lot of time to get this all done but Groove Jones did a great job getting it done.
What did you find most impressive or unique about this company?
They had great ideas and they made very impressive content.
Are there any areas for improvement or something they could have done differently?
We were in a time crunch so sometimes it felt like we might not finish in time. However, it all came together great.
the project
VR Experience Development for Software Company
"It had the quality of a Disneyland ride and the production level of a Super Bowl."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I work for Aurea Software. We’re a software company with a growing portfolio of solutions, which are a combination of companies we’ve acquired and products we build. One part of our portfolio is organized around what we call “the future of work,” which is about how tomorrow’s workforce will require a more hybrid approach, becoming more global, remote, and distributed.
I’m the chief product officer, so I’m responsible for the product, vision, strategy, and execution as we invest across our various products.
What challenge were you trying to address with Groove Jones - XR, AR, VR & Digital Solutions?
We got an opportunity to participate in a large telephone conference that happens every year in Barcelona. We wanted to showcase a super futuristic view of what we believe work will be like in 5–10 years based on VR and AR. We think people will be able to work with the kind of technology that we see in movies and games like Matrix or Ready Player One, but adapted to the business side.
Therefore, we wanted to build an immersive and realistic experience that leveraged VR and went beyond putting a pair of VR glasses.
What was the scope of their involvement?
When we started, we weren’t sure of what we wanted or what was possible. With Groove Jones, we quickly came to the conclusion that we wanted to build a physical environment where people could step inside and experience VR as if they were in it. Therefore, we wanted to create a room like Star Trek’s holodeck where customers could go inside and be in the virtual world.
We modeled the room around the way the Mandalorian was filmed. They used completely enclosed screens around the soundstage to build a rendered 3D VR, so people could interact with the world as if they were working through a virtual office — they could walk down the hallways, see people, and interact with content. In summary, we were trying to build the workplace of the future.
After we decided that’s what we wanted to build, we asked ourselves how we could do it, what technology to use, what were the content and the story, and so on. We worked with Groove Jones to solve all of these aspects.
What is the team composition?
We worked with almost the whole company. Typically, we would’ve spent nine months doing this project, and we did it in three, so it was a last-minute project. We didn’t know how many people were involved, but it was an all-hands-on-deck type of work. We had at least 20 people on it.
How did you come to work with Groove Jones - XR, AR, VR & Digital Solutions?
We were looking for a partner with deep VR experience that could help us with all the aspects of working in a foreign country, building an experience at a conference we’d never been to before, and delivering in short time frames. We searched online, and we found 5–6 companies with the right sort of skills. We spoke to 3–4, and we chose Groove Jones for two reasons.
First, they weren’t scared by the ambiguity of what we wanted to do nor the shortness of the timeline. On the contrary, they were somewhat excited by it, whereas other companies thought it was too soon and not clear enough. Also, they were able to go as far down the stack as we wanted. They had many skills in a full capability of production.
How much have you invested with them?
It was a fair amount of money. We spent at least $2 million on this project.
What is the status of this engagement?
We started working with them around March 2021, and the event was at the end of June 2021. We’re still doing some post-production work, creating an ongoing, reusable version. It’ll be embedded in a headset that we can send to our partners and customers. Moreover, we’ll almost certainly use them again on other events.
What evidence can you share that demonstrates the impact of the engagement?
It was the best demo experience that I’ve seen. It had the quality of a Disneyland ride and the production level of a Super Bowl. It was truly first class, and everyone that went through it was blown away. I took about 40 executives over 4–5 days to see it, and every one of them said it was incredible.
In terms of delivery, quality, reliability, and professionalism, Groove Jones was second to none. Also, the fact that they did it so quickly, considering we didn’t know what we wanted initially, made it all more impressive. I was amazed at the end result; I thought I knew what it would be like, but I didn’t have any idea it would be that good.
How did Groove Jones - XR, AR, VR & Digital Solutions perform from a project management standpoint?
They managed the project incredibly tightly. The biggest challenges were around our end; we were moving so fast and weren’t quite sure of what we were doing. Groove Jones’ team did a good job of pushing us when they needed answers and dealing with many last-minute changes. They drove the schedule pretty well, but they were also very accommodating to what we needed. We told them upfront that it was a challenging project and we would be super needy, but they said that some of their best work is done under those circumstances.
What did you find most impressive about them?
The breadth of knowledge that they had about all the different aspects of technology was invaluable. The project could’ve gone 50 different ways, but they were great at getting us on the right path thanks to their expertise across everything. We never could’ve got those results if we’d assembled a cast of different vendors; we simply wouldn’t have been able to do pull it off.
Also, they were great at working with other vendors that were involved. Since it was a large conference, there were many rules, so we couldn’t do everything we wanted. Groove Jones was super flexible around those layers, followed the rules, and pushed a little bit when we tried to do something that didn’t quite fit the standards.
Are there any areas they could improve?
I can’t think of anything. Realistically, I couldn’t expect them to do better. It was a crazy, wildly ambitious, last-minute project, and they knocked it out of the park.
Do you have any advice for potential customers?
If you come in with a preconceived idea, they WILL execute against it, but they’re the experts, so I’d let them steer the course.
the project
Location-Based VR Experience Design for VR Dev Company
“I don’t think my experience working with Groove Jones could’ve been any better.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the owner of a VR development company.
What challenge were you trying to address with Groove Jones?
We were creating a location-based experience for a theatre, and we needed someone with experience in both technology and creative.
What was the scope of their involvement?
Groove Jones determined which game engine we should use. Then, they designed a VR experience based on a script that we provided them with. They designed what the environment would look like, as well as all of the characters and animals. The team added point of view and creative content.
They advised on all of the hardware for the PCs that run the experience. They also advised and organized the hardware relative to the VR headsets themselves. Then, they troubleshot any issues we had during startup.
The end deliverable was a ten-minute VR experience that people now view commercially.
What is the team composition?
Our main point of contact was Gary (Executive Producer & Partner).
How did you come to work with Groove Jones?
We had to evaluate several different technologies and make a few technologies work together that had never worked together before. In discussing that with various service providers, Groove Jones seemed to have the deepest technical expertise on how to make it happen.
How much have you invested with them?
It was over $1 million.
What is the status of this engagement?
Our work together began in December 2019, and we wrapped up in October 2020.
What evidence can you share that demonstrates the impact of the engagement?
The VR experience is available publicly, and it’s been received with overwhelming praise. I don’t think my experience working with Groove Jones could’ve been any better.
How did Groove Jones perform from a project management standpoint?
They were very responsive. We communicated through typical tools like email, phone calls, and texts. They were forward-thinking, and they took it upon themselves to get to the next step.
What did you find most impressive about them?
Their ability to marry their technical acumen and creative capacity in order to provide something that the public would really enjoy was very impressive.
Are there any areas they could improve?
No, I don’t think so. This was a hard project, and they did a great job.
Any advice for potential customers?
I would recommend anybody that needs these types of services to hire Groove Jones — it was a great experience for me.
Come prepared with a skeleton concept of what you want to do, and let Groove Jones flesh that out by bringing in the realities of technology and what’s available. Allow them to cast a vision for what you want to end up with.
the project
Real-time Motion Capture Animation for Aquarium
"Groove Jones literally invented a brand new system in the middle of this project."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
My company is called Thinkbank. I represent animation studios and solve problems for agencies. I’m a hybrid, so I’m not just a representative. I don’t just find jobs, but I also executive produce them.
What challenge were you trying to address with Groove Jones?
I directed a campaign for a studio in South Carolina that was working on a real-time motion capture otter for the St. Louis Aquarium. They designed the character but didn’t know much about real-time motion capture, which is complex. The aquarium also didn’t have the budget for a traditional real-time motion capture project.
What was the scope of their involvement?
Groove Jones came up with a new motion capture system that allowed us to hit our budget. Their team had the idea to use hand controllers as modifications of joysticks, which were typically used in real-time motion capture projects. They also had the idea to use an iPhone for facial capturing.
They redesigned the CGI otter, making the character programmable with all of its points of motion. Their team made the design motion capturable and then built the whole system, which enabled actors to control the fully animated otter in the attraction area. Groove programmed a solution that enabled actors to move and have their faces captured to animate the otter.
Their team also programmed eight animated cycles into the system, which were too complex to capture. When guests click in certain areas, the otter performs certain actions according to the cycles.
Groove created solutions that allow the actors to program a show. We took a script and made a 3.5-minute show into seven, 30-second pods. Each pod starts with an actor talking with the audience who could choose a different end for each show.
What is the team composition?
I worked with Ashton (Head of Production AR/VR), Dale (Executive Creative Director & Partner), Dan (EVP Interactive Digital & Partner), and Gary (Executive Producer & Partner). For the most part, I communicated with Ashton, Gary, and Dale.
How did you come to work with Groove Jones?
I knew Groove Jones when they ran a different animation studio. I’ve always liked their work. They’d done cool animations. I’d been talking to Gary for years. We think similarly and have fun. In these crazy times, you want to work with people that you can trust.
How much have you invested with them?
We spent between $160,000–$170,000.
What is the status of this engagement?
I started to contact them when we put this project to bid. We started the work in July 2019 and finished when the aquarium opened in December 2019.
What evidence can you share that demonstrates the impact of the engagement?
The otter—Tommy—became part of the aquarium’s brand because he was so interactive. He’s now a signature to the aquarium.
Normally, the project would’ve cost $300,000. But Groove Jones solved for the real-time motion capture animation without the fancy suits. Their team found a creative way to complete this project within the budget.
The system's intuitiveness and simplicity are important. It allows folks at the aquarium to make adjustments when necessary.
How did Groove Jones perform from a project management standpoint?
From a project management standpoint, they were excellent. Their team stayed involved throughout the project. With smaller studios, I executive produce their projects. I have to make sure that everyone’s in line. I don’t have to do that with Groove. I can bring them a job and turn back, which is rare.
What did you find most impressive about them?
Groove Jones literally invented a brand new system in the middle of this project. They brought all of these elements together—hand controllers and iPhones—and made the project possible. This type of motion capture didn’t exist. But now it does.
Are there any areas they could improve?
I’ve been happy with them overall.
Do you have any advice for potential customers?
Call them and let them do their job.
the project
AR Dev for Professional Basketball Organization
"They came into every conversation with some curiosity and excitement.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I work for the Dallas Mavericks, NBA basketball team. There, I am the VP of the creative studio. I lead and oversee the expressions of our brand and how it comes to life in marketing, advertising, social, and game presentation.
What challenge were you trying to address with Groove Jones?
This past season, we’ve been trying to focus on players. We wanted fans to get to know them a bit better. They’re all great at basketball, but what are their other passions? For example, one of our players had a lot of heart and wanted to do more philanthropic efforts, and he wasn’t able to do that as much as he would have liked with his last team. We thought it was a great opportunity for us to create a campaign to end childhood hunger and food insecurity. For every block he had in season, he donated $500, and we needed to get that message out. We brought in Groove Jones to support that.
What was the scope of their involvement?
We pulled in Groove Jones to create an AR element that would allow some of our fans to get into the experience. We have a lot of wall space for ads and marketing in downtown Dallas. So we created these wallscapes, and fans can use their device to get more involved.
They can go to our website for web AR experience. The player would then come out of the mural and asks users to pop a shot. User can flick on their screen and shoot, but our player always blocks it.
You didn't make a basket, but you did help me raise money to help stop childhood hunger. So that became a lasting experience for our fans.
From that, we were able to repurpose the app for full page ads in our game program. So when fans are killing time before a game, they're able to pull the experience and do it right there on the receipt.
They took our designs and implemented them in a way that would work in the web experience. They then did a video shoot to capture an image of our player. It seemed to come to life, and the design aesthetic really helped. We just had to make a few tweaks here and there. They were adaptive and made everything work.
The original design was more horizontal Then we made a second version of the app. This time, the real estate was on a building and was vertical, it was like a scaled-up version of an Instagram story. They were able to repurpose the product, gave our player a new jersey, and did completely new colors. Everything that was blue silver and black in the first app, became more graffiti-style graphics and colors. It looked like it was from The Fresh Prince of Bel-Air.
What is the team composition?
There were about 6–7 people involved in the project. I worked with two figureheads, and I know that the project involved an audio person and a few designers.
How did you come to work with Groove Jones?
I worked with a few of their teammates before and they’re based in Dallas. They’re a great group, and I knew they would get it done and improve upon our concepts. They’ve also worked with the team in the past.
How much have you invested with them?
We’ve spent about $500,000.
What is the status of this engagement?
We started working together in November 2019 and it’s ongoing. We were planning to do another project leading into playoffs, but everything was put on hold for COVID-19.
What evidence can you share that demonstrates the impact of the engagement?
Our player was very pleased with the outcome. It was exactly what they were looking for. We’ve been trying to evolve our brand, and this project has helped bring some swagger back into our brand. We want to invest in more innovative fan engagement pieces. Now other players are interested in doing something similar. The more buy-in we get from our players, the better for everyone.
We also won an award for best in out-of-home for their efforts. Now that we have precedent, we want to build some momentum for awards like this.
How did Groove Jones perform from a project management standpoint?
One of the benefits of being local, we could meet in person a few times. We also used phone and email.
What did you find most impressive about them?
They came into every conversation with some curiosity and excitement. They would be like, what if we tried this? For example, every time he blocked a shot, a comic-book type graphic would say something like ka-pow! That’s the fun type of collaboration that really made the product better. It wasn’t part of our original plan, but I’m glad they came up with it. A lot of vendors just deliver what their clients want, or they try to upsell them. Groove Jones just wants to deliver a quality product.
Are there any areas they could improve?
It didn’t really affect our project, but I just hope that as they continue to scale and do bigger things, that they have the infrastructure to support it all.
Do you have any advice for potential customers?
If you’re too focused on your own concepts, you might miss out on the what if conversations with them. The benefits of hiring an outside collaborator, is that they can bring additional resources and ideas. At the same time, if you have an idea, you need to be forthcoming about it. The more collaborative you can be, the better the work will be.
the project
Cloud-Based AI Solution for Advertising Agency
“Anytime we have a production need that requires the creative use of technology, Groove Jones is always our first call.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the chief creative officer at an advertising agency, 3Headed Monster.
What challenge were you trying to address with Groove Jones?
Our biggest client wanted to create excitement and social sharing around one of their activations.
What was the scope of their involvement?
Our idea was to put consumers into our client’s TV commercial. We wanted to take the commercial’s principal actor and replace them with the consumer in real-time during an activation, and then provide the consumer with their own version of the spot that they could share on social media. The real-time rendering had never been done before. Groove Jones came up with an AI-driven, cloud-based solution that nailed it.
What is the team composition?
I worked directly with the founder Dale (Executive Creative Director) because he and I go back, but there were a number of folks involved. 4–5 people from their team carried most of it.
How did you come to work with Groove Jones?
I have a longstanding relationship with Dale; we’ve produced several successful projects together over the years, so I have a great deal of trust in him.
How much have you invested with them?
This project was about $70,000–$80,000.
What is the status of this engagement?
This project happened in March–April 2019. Part of the challenge was solving something that’s never been done before in a quick timeframe.
What evidence can you share that demonstrates the impact of the engagement?
It was highly successful; the client was pleased. The program rolled on longer than expected across the country and even out of the country because they were so happy with it.
We’re working with Groove Jones again on another project with a different client. Anytime we have a production need that requires the creative use of technology, Groove Jones is always our first call. They’re second-to-none at producing things with a tough technical challenge.
How did Groove Jones perform from a project management standpoint?
They’re great at project management. Communication is fast and fluid, and it’s never a problem.
What did you find most impressive about them?
They’re incredibly talented creatives who understand technology. Their backgrounds in animation, VR, and AR makes them very well-rounded to handle any type of creative production with any technical aspect to it.
Are there any areas they could improve?
No; they’re great.
Any advice for potential customers?
Communicate your idea and challenge clearly, and they will help you solve it.
the project
XR Development for Leading Automotive Company
"Groove Jones surpassed everything, delivering a production-ready prototype."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m one of the managers at an automotive company.
What challenge were you trying to address with Groove Jones?
Groove Jones developed an AR kit for one of car product lines. The goal was to provide a dealer training tool so dealer personnel wouldn’t have to be sent out to different sites in order to learn about new vehicle features or rollouts.
What was the scope of their involvement?
In the beginning, we decided that it would be easier to use the vehicle as the classroom and supplement it with an AR product. As we were going through this, we quickly realized that we were building a sales tool that acts as an experience between a potential buyer and salesman. On an iOS-type device, it walks through all of the safety features and other functions. We took it one step further when we realized that the more advanced user wouldn’t have to come to the dealership for that experience. It could be a pre-sales experience where they learned about the vehicle before arriving at the dealership.
Once we managed to identify and conquer those three user cases, we started solving the customer service problem. The product was a three-for-one type product. Because of what we have within the dealership, it needed to be built for iOS. Their team had to reuse content that we already had on the website by finding a way to make it innovative. They worked in image capturing and used their own proprietary methodology for the 3D model they created.
What is the team composition?
To my knowledge, we worked with three members from their side, while I was the primary interface from our end.
How did you come to work with Groove Jones?
At a local meetup, I ran into Dan (Founder & Partner, Groove Jones) where he was introducing ideas behind XR. As I began researching them and other companies, it turned out that Groove Jones was the creative engine behind all of our marketing. Our providers subcontracted them, so they had been working with us for years, and no one knew about it. I was also looking into who was winning industry awards. If a company is winning awards for innovation and product design, then they’re the right fit for me.
How much have you invested with them?
We’ve spent less than $80,000.
What is the status of this engagement?
We worked with Groove Jones from June 2018–August 2019.
What evidence can you share that demonstrates the impact of the engagement?
Groove Jones surpassed everything, delivering a production-ready prototype. Development took around 20 weeks. It was a rapid prototype that came out perfectly.
The detail within the product is phenomenal. We can count every stitch in the leather and visualize the texture. The icons were perfectly designed, matching the guide. It looks like it came off one of our plants, instead of work done by a third-party.
As a result of this collaboration, we’ve redefined the way we market, sell, and educate people about the product. We’ve eliminated print materials, brochures, quick reference guides, and even training classes because of the AR kit. It’s revolutionized our processes. We plan on starting another project with them shortly. It will be a product that visualizes accessories on a vehicle that are for sale.
How did Groove Jones perform from a project management standpoint?
Their team uses a rapid application development model. I received weekly updates where they showed images and snippets of codes. As the functionality was being developed, they asked our opinions frequently. The team at Groove Jones was open and easy to work with. All the deliverables were clearly defined and met. In fact, this resulted in a joint patent which will take a few years for the patent office to clear it up. As far as project management goes, it was spot-on, and there are no issues.
What did you find most impressive about them?
Groove Jones not only kept to statement of work in regards to deliverables and timelines but weren’t afraid to think outside of the box. The team worked outside the four corners of their contract. They did tasks that they weren’t asked to do because they were in a constant experimental and learning mode. For one of the prototypes, they introduced machine learning, which was phenomenal. Their team also altered the photography techniques to build a 3D image that was integral to the process. Groove Jones went well beyond the original scope.
Are there any areas they could improve?
No, they’ve been the perfect partner. Communication was excellent as far as coming to a statement of work and developing a price quote. If anything, their team was the one putting up with us. They were also able to adapt much quicker than other companies.
the project
AR App Dev for Healthcare Education Publishing Company
“They're very good at helping us solve problems.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I work for Customized Communications.
What challenge were you trying to address with Groove Jones?
We were looking for a vendor to develop a new app for us.
What was the scope of their involvement?
We used to have an augmented reality app that scanned photos and played videos. Groove Jones helped us take our app to the next level. We're currently adding new features that would make the experience more fun for our patients. The app is available for both iOS and Android.
What is the team composition?
We've met with all four members of their team, but I work closely with just two members.
How did you come to work with Groove Jones?
A colleague of mine recommended them.
What is the status of this engagement?
We started working with Groove Jones in April 2019 and the relationship is ongoing.
What evidence can you share that demonstrates the impact of the engagement?
We have an app now that looks much sleeker and functions much better than our previous app. The direction we're heading in is very exciting, so we anticipate a lot of new features.
How did Groove Jones perform from a project management standpoint?
The communication has been great. Groove Jones is able to schedule a meeting with us any time we request one. We also talk a lot on the phone and via email. They've met all of our deadlines.
What did you find most impressive about them?
They're very good at helping us solve problems. When we first started, we were trying to use images as the scan feature. Our patients had to scan an image in order to bring up a video. Over time, we realized that that caused problems with the functionality, so we started thinking about QR codes. There were issues with QR codes as well. It was Groove Jones that suggested we use coded icons, and we were very happy with that solution.
Are there any areas they could improve?
I can't think of anything.
the project
AR/VR Experience Dev for Marketing & Advertising Company
“They're incredibly creative and tech-savvy. … They met and exceeded our expectations.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I'm the VP of experiential activation at The Marketing Arm. We're a sports agency.
What challenge were you trying to address with Groove Jones?
We needed a vendor to help us with AR/VR development.
What was the scope of their involvement?
We've been working on a golf activation with AT&T, and we've been using a 360 dome experience. Inside that experience there are a lot of activations. When you're leading something with AT&T, they want to be on the forefront of the technology. But we also wanted to tell their story within the golf world itself. We were planning to use Magic Leap goggles to create the AR experience for our users. However, the promises that were made to us by Magic Leap were not technologically possible. Groove Jones helped us bridge that gap and bring us where we wanted to be.
Once our users put on their headsets, they can look at a certain golf club and see 30-second video pieces that famous golfers had recorded. Groove Jones also developed a drop-down menu using Magic Leap headsets, so the consumers can scroll down to the golf club they choose and bring up the content they're looking for.
What is the team composition?
We worked with six members of their team.
How did you come to work with Groove Jones?
We were looking for a local company in Dallas that had experience with AR and VR. Groove Jones seemed to be a true expert in the space, so we decided they'd be a great fit.
How much have you invested with them?
We spent a little less than $200,000.
What is the status of this engagement?
We worked with them between November 2018–January 2019.
What evidence can you share that demonstrates the impact of the engagement?
Groove Jones essentially saved us from the service that was overpromised and underdelivered by another company. We had high input through the traffic and our daily average figures increased significantly compared to the previous year.
How did Groove Jones perform from a project management standpoint?
They were all very hands-on and engaged in the project, trying to figure out the best solution. Communication was great and they were very responsive and timely. Their owners were heavily involved in the project, so we could talk to them if there was an issue.
What did you find most impressive about them?
They're incredibly creative and tech-savvy. AR, VR, and gaming are definitely their strengths.
Are there any areas they could improve?
Their rates are a bit high, but they’re definitely justified. They met and exceeded our expectations.
Though the client is still monitoring the AR app’s usage, they were very satisfied with the overall outcome of Groove Jones’s work. The team forwarded creative ideas, which they were able to flexibly and efficiently adapt to the client’s requests.