Groove Jones

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.

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.

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.

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.

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. 

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. 

Introduce your business and what you do there.

GTB is a full-service advertising agency in Detroit. I am the director of the content hub for the PR side of the business. 

What challenge were you trying to address with Groove Jones?

We were trying to figure out a way to show how driver-assist technologies can benefit consumers without them actually having to drive a vehicle. Once we decided to create an AR/VR experience, we hired Groove Jones to develop it for us. 

What was the scope of their involvement?

Groove Jones helped us create a VR experience with wireless Oculus Go headsets we could use for PR purposes. Rather than putting customers in a car to navigate an obstacle course, we can give them the headsets to see how driver-assist technology works and the benefits it can provide. We can also use the VR experience for consumer events, like when they're waiting in line to be part of an experience at dealership events or auto shows throughout the year. 

What is the team composition? 

Quite a few developers from Groove Jones worked on our project. We worked on a regular basis with three teammates in particular. They assigned us a large team who could work very quickly because we needed to finish building our product in time for a specific auto show. 

How did you come to work with Groove Jones?

We initially connected with Groove Jones through our producer. He had worked with the team before and recommended them; he said they were the perfect people for the job. 

We faced some challenging changes on our team mid-project, and Groove Jones couldn't have been a nice, better, more helpful or collaborative partner. Their support was key to figuring out how to bring our idea to fruition. 

What is the status of this engagement?

We started working together in November 2018. The original part of the project wrapped up in January 2018. Currently, we’re deciding if we need a second wave and how we would make that happen. 

What evidence can you share that demonstrates the impact of the engagement?

Everyone who has put on an Oculus headset has loved the concept that we can give them the experience without having to step foot in a vehicle. They all learned a lot about how the technologies worked and the benefits they offer people. Groove Jones delivered a VR experience that was well-received at an important automotive event. An impressive number of attendees tried it out there. 

We're greatly looking forward to sending our VR experience out to the media to get coverage from a PR perspective. While we haven't done so yet, we've already seen positive reactions from individual users in the media. 

How did Groove Jones perform from a project management standpoint?

We didn't use any tools or software, but Groove Jones set a specific schedule for when we would see different parts of the project and met every deadline. They developed production calendars for us and met every deadline. 

Groove Jones fulfilled every responsibility on their end perfectly. The team was very willing, collaborative, and quick to make any adaptations we needed. 

What did you find most impressive about them?

Because of the changes to our team, the whole experience could have been disastrous. Groove Jones made it an excellent one despite the odds. They even took multiple phone calls over the holiday break. We had a highly positive experience overall.

Are there any areas they could improve?

Groove Jones completed everything we needed. I don't have anything negative to say.

Introduce your business and what you do there.

I'm the VP of the innovation team at Octagon. Our business is a sports and entertainment agency. We represent talent like Michael Phelps and Steph Curry. On our brand side, we represent major brands like Delta, BMW, and MasterCard with extensive, experiential activations. 

What challenge were you trying to address with Groove Jones?

We hired Groove Jones to help us with a component of an activation that needed an innovative, technology-driven edge. Our company always turns to Groove Jones for their expertise in that respect. 
 

What was the scope of their involvement?

Our most recent project together was an AR mixed-reality golf experience for an airport activation. We approached them specifically for their expertise in mixed reality. They used Unity as a programming language and an HTC Vive headset. 

What is the team composition? 

In the past, the team from Groove Jones has generally included 1–2 developers. 

How did you come to work with Groove Jones?

When I first saw Groove Jones at an award show, I was impressed by their case study and the way they presented themselves. 

How much have you invested with them? 

We spent over $75,000. 

What is the status of this engagement?

Our project started in April 2018. 
 

What evidence can you share that demonstrates the impact of the engagement?

The final result of our engagement with Groove Jones has been increased repeat business from our client. The team's ability to support us on this component of activation helped us secure the client again this year. 

How did Groove Jones perform from a project management standpoint?

Groove Jones' project management method is very good. We haven't used any tools with them before. They create set schedules, stay on top of deadlines, and keep us updated throughout the process. 

What did you find most impressive about them?

Concepting is one of Groove Jones' greatest strengths. They have a strong ability to design and bring the concepts they brainstorm to life. 

Are there any areas they could improve?

There are none that I'm aware of right now. 

Introduce your business and what you do there.

I am the chief operating officer of the Perot Museum of Nature and Science. We are an established science and natural history museum in Dallas, Texas.

What challenge were you trying to address with Groove Jones?

As part of our newly redesigned, and prehistoric themed, exhibit hall, we wanted to showcase a new hominid species found by a paleoanthropologist in a South African cave. We wanted to provide a VR experience that allowed our audience to visit the site of the specimen’s discovery.

What was the scope of their involvement?

Groove Jones integrated Unity software to create a VR experience compatible with the Samsung Gear VR and the Oculus Go. The team used 360-degree visual footage collected by one of the research expedition’s explorers to create an immersive, realistic, and accurate experience for audiences of all ages.

What is the team composition?

We worked mainly with a team of six representatives from Groove Jones. They provided additional resources when necessary.

How did you come to work with Groove Jones?

Our companies had an established relationship, but have never actually collaborated. Groove Jones had previously expressed interest in working on a display for the museum, so we reached out for assistance with the VR exhibit. We knew they had an impressive portfolio and we liked that they were local.

What is the status of this engagement?

Development work lasted from March 2018—April 2018.

What evidence can you share that demonstrates the impact of the engagement?

Groove Jones’ VR experience earned high praise from the original exploration team. The head of the expedition was unable to fit through the cave’s small crevices, so this technology allowed him to see the discovery site for the first time. His passionate and enthusiastic reaction validated Groove Jones’ detailed and skilled work on the project. Additionally, both children and adult audiences love the addition to our exhibit. We are able to educate our visitors on natural history through an exciting and engaging platform.

How did Groove Jones perform from a project management standpoint?

We communicated with their team consistently through emails and phone calls. Groove Jones performed remarkably well under our tight deadline. We scheduled check-ins throughout the project timeline to regularly assure that progress remained on track. Their team worked with us to prioritize accuracy in the experience and promptly made changes or improvements.

What did you find most impressive about them?

Groove Jones has mastered a relatively new craft. They leverage the talent and knowledge of each team member to produce high-quality results.

Any advice for potential customers?

Help them visualize your goals by being as descriptive and comprehensive as possible in articulating the desired experience. You’ll be blown away by the result.

Introduce your business and what you do there.

Jerry Youngblutt: I am the principal of Boyden & Youngblutt Advertising and Marketing. We provide advertising, interactive media planning, and strategic communications services.

What challenge were you trying to address with Groove Jones?

Our client was introducing a new offering to the medical device marketplace, and we felt that total immersion was the best way to do that. We tasked Groove Jones to help us create a experience through a VR application.

What was the scope of their involvement?

R2: We had multiple target audiences that we had to connect to. It was a service-based product so we not only needed to connect with people who were going to buy it, but also the sales team and internal employees of our customer company, so that they could understand it and explain it to potential customers. It had to be pushed out onto both iOS and Android.

Both: The experience premiered at an international tradeshow. People would register on one end of the booth and then go into a movie theater. They would then walk around from station to station with people from the medical device company, who explained each piece of their new product.

What is the team composition?

R2: We had four to six people from their team dedicated to it, but there may have been people behind the scenes that were working on it as well.

How did you come to work with Groove Jones?

Both: We interviewed a couple of other companies and formed a pretty good shortlist. We liked the look of their work and we liked what others said about them. When we interacted with them, they were actually engaging. They listened as we spoke, and they had a flexibility that we found encouraging, given the timeframe that we had to pull this off in.

How much have you invested in them?

Both: We spent between $1.1 million–$1.4 million.

What is the status of this engagement?

R2: We worked with them from August 2016–March 2017.

What evidence can you share that demonstrates the impact of the engagement?

R2: We debuted the experience at an international orthopedics tradeshow. The goal was to have 2,000 people come through the booth and experience the VR project. At the opening of the show, 200 people had already registered. Through word of mouth and pulling people in, 1,800 were sent through the experience.

Both: We wanted people to come out of the theater and take the VR experience, but we found that it worked in reverse. People would come up because they were shy - not sure of what they were getting themselves into - and take the VR experience. As it turned out, it was so compelling that they went back to the beginning to go through the whole experience.

How did Groove Jones perform from a project management standpoint?

R2: We had production schedules and communicated on a daily basis because we were working with a tight timeframe.

Both: They were really good. There weren’t any dates missed, and it all pretty much went according to plan.

What did you find most impressive about them?

Both: Groove Jones has some pretty big names on their roster. We aren’t a very large agency, but we felt that they treated us as if we were; that isn’t always the case in the industry. They look at the project and look at you as individuals, and they do their best work regardless of size.

There’s always a more expensive way to do something, but they did a good job of laying things out well when it came to cost. Given the fact that the project was a little bit exploratory and had some tricky problems to solve, they were really impressive. They were very accommodating to any additions we wanted to make.

Are there any areas they could improve?

Both: It was really great all the way through.