Apple Vision Pro Apps
Apple Vision Pro Apps
Hello, Robot: Sandwich launches “immersive commercial”
by Jason Snell
If there’s a company that’s not shy about experimenting with video possibilities on the Vision Pro, it’s Sandwich. Adam Lisagor and his crew have built two apps, Television and Theater, and have streamed John Gruber’s live Talk Show event in 3-D for the last two years.
On Thursday, they take another step forward with what could be argued as the world’s first immersive commercial. Sandwich and director Seth Worley made a conventional ad for Robot.com recently, but just before leaving for the shoot, Lisagor took ownership of a new Blackmagic URSA Cine Immersive camera and couldn’t resist taking it with him.
What followed was an experiment: After each standard 2-D shot was completed, Lisagor shot another version of the same scene with the immersive camera. The idea seems to have been to just see what it might be like to shoot an immersive commercial—pure experimentation.
Then Lisagor started looking at what he shot, digging through the enormous immersive video files he had shot. “I realized I had something unique, unlike anything we’d ever done or seen before,” he says.