B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • News Corp
  • Married At First Sight
  • NRL
  • Cairns Hatchlings
  • Channel 10
  • oOh!Media
  • WPP
  • Anthony Albanese
  • Thinkerbell
  • Special
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Imagine Room Revolutionises Immersive Content With Australia’s First Microsoft Mixed Reality Capture Studio
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Imagine Room Revolutionises Immersive Content With Australia’s First Microsoft Mixed Reality Capture Studio
Advertising

Imagine Room Revolutionises Immersive Content With Australia’s First Microsoft Mixed Reality Capture Studio

Staff Writers
Published on: 27th October 2020 at 8:06 AM
Edited by Staff Writers
Share
3 Min Read
SHARE

Immersive media company Imagine Room has signed an exclusive agreement with Microsoft to build and operate Australia’s first Mixed Reality Capture Studio to drive the next generation of content production.

The state-of-the-art studio uses 106 cameras to create holographic and 3D-video performance assets and create immersive and interactive experiences for virtual reality (VR), augmented reality (AR), spatial computing, high-end gaming, virtual and broadcast production.

Microsoft’s Mixed Reality Capture Studio technology enables the full shape and appearance of human performance to be captured, reducing the time and costs associated with building 3D human characters in modelling software. It has a host of applications including medical and sports training, brand marketing and capturing entertainment and sports performances.

Paul Willey, chief operating officer at Imagine Room Group said: “Our Microsoft-powered stage will move the needle in terms of how Australian producers think about shooting content and storytelling. Covid-19 made virtual engagements and platforms ubiquitous and Volumetric Capture solves many long-standing problems associated with adding authentic human performance into these environments. We are currently collaborating with cross-sector businesses and taking pre-bookings ahead of the studio’s launch at the end of year.”

https://www.youtube.com/watch?v=ykwL0RoZM_8&feature=youtu.be

Launched in 2018, Imagine Room specialises in AR, VR, spatial computing content and platforms. Having closed an initial seed round in early 2020, Imagine Room’s collaboration with Microsoft intends to scale both facilities and immersive and interactive media partnerships across Australia.

Steve Sullivan, general manager, Microsoft Mixed Reality Capture Studios, added: “We are delighted to partner with Imagine Room to bring this technology to the Australian market. Paul and his team really impressed us with their vision for the future of content production. We share their passion for volumetric content and immersive experiences as a means to engage and connect people more deeply.”

David Whitaker, executive chair of Imagine Room Group, said: “This agreement with Microsoft opens up significant opportunities for partnerships from enterprise training to film production and content marketing. We see massive growth potential across mixed and virtual reality headsets, mobile-first activations, 5G-powered browser AR, and immersive media production. Our unique studio will be a massive boon for the Australian content sector.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Tim Addington
By Tim Addington
Follow:
Tim Addington is a communications professional with decades of experience in journalism and public relations across leading newspapers, magazines, and agencies in the UK, Middle East, and Australia. He is the founder and Director of TAG PR. Tim's extensive career includes serving as the head of Publishers Australia and Communications Director at independent Sydney advertising agency The Works. Tim was the Associate Publisher and Editor of B&T from 2007 to 2012. Prior to his time in Australia, he worked as the launch News Editor and then Editor of Campaign Middle East. He began his career at London’s largest news press agency before moving on to UK national daily newspapers. Tim is also an active participant in the industry, regularly moderating at conferences and serving as a judge for the CommsCon, Mumbrella, and B&T Awards.

Latest News

Emboldened, Emotional & Inspired – Cairns Crocodiles Masterclass, Presented By News Australia, Tug The Heartstrings
16/05/2025
TV Ratings (15/05/2025): Women’s State Of Origin Game 2 Pulls Nearly Twice The Viewers Of AFL Clash
16/05/2025
Nine Hails “A Great Day For Investigative Journalism” As Ben Roberts-Smith Loses Defamation Appeal
16/05/2025
Keep Left Updates Earned Media Impact Score Platform
16/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?