Mainstream culture has been inundated with augmented reality, virtual reality, and metaverse technologies, yet these innovations have failed to evolve in any truly significant way. Immersive storytelling within these mediums has remained stagnant, struggling to break through the entertainment landscape.

The launch of Vision Pro marks the beginning of a groundbreaking era in entertainment, with Apple Immersive Video redefining the standard for immersive storytelling. However, traditional 2D advertising cannot replicate the magic of the experience and requires a unique marketing approach.

With Submerged, Apple turned the product into the marketing—the world’s first scripted film created exclusively for Vision Pro. Designed to inspire future filmmakers and attract cinephiles to stores, Submerged showcases what’s possible and invites audiences to experience the future for themselves.

Conveying the experience of immersive content on Vision Pro is nearly impossible. Traditional 2D marketing wouldn’t suffice. So, rather than merely talking about how this format represents the future of filmmaking, we set out to prove it—by creating a first-of-its-kind scripted film in Apple Immersive Video, a brand-new format. Not just a prototype or a test, but a true Hollywood-level film.

Our strategy was to maximize the immersive storytelling experience in Apple Vision Pro by leveraging every aspect of its technology at a Hollywood level. We needed the film industry to not only recognize that they were experiencing something new but also feel its credibility—and be inspired to create their own projects.

Apple Immersive Video has the power to transport audiences to places they could never experience firsthand. So, we chose to tell a story set in a location no one could visit—a WWII-era submarine under attack. A familiar movie narrative, delivered through an entirely new cinematic experience, would not only captivate industry professionals but also appeal to history enthusiasts.

With a 180-degree field of view, viewers physically feel the submarine’s tight, enclosed spaces, heightening the sense of claustrophobia and danger. Spatial Audio amplifies the chaos, surrounding the audience with the sounds of battle. And with Apple Vision Pro’s ultra-high resolution, the Hollywood-level production achieves an unmatched level of realism—making it feel as if you’re right there with the crew, caught in the turmoil.

We joined forces with Academy Award-winning director Edward Berger to craft a gripping WWII submarine action thriller, brought to life by Oscar-winning cinematographer James Friend using proprietary Vision Pro cameras. A team of Hollywood veterans meticulously oversaw every detail, from explosive stunts to the authentic recreation of a 1940s submarine. The set, weighing over 26 tons, featured period-accurate brass fixtures and materials.

Vision Pro wasn’t just the subject—it was integral to the filmmaking process. From framing shots on set to reviewing cuts in post-production, it proved indispensable throughout the 10-month production.

Submerged achieved both of its objectives: clearly differentiate Apple Immersive Video from the category, and get Hollywood’s attention.

When Submerged premiered in October, we didn’t rely on a traditional ad campaign. Instead, we let Hollywood spread the word. Industry press, directors, and influencers experienced the film at an exclusive Vision Pro event, generating buzz that electrified the internet. The response was extraordinary:

“The future of immersive filmmaking” - The Verge
“Jaw-dropping.” – The Hollywood Reporter
“An adrenaline-filled jump forward in storytelling.” – USA Today
“Showcases the existing power and mind-boggling potential of moviemaking on the Apple Vision Pro.” – USA Today
“I can honestly say I’ve never seen anything like Submerged.” – Collider

Content related to Submerged, including a trailer and behind-the-scenes footage, garnered 851K organic views in less than a week. The film also reignited interest in Vision Pro eight months after launch, driving a 28-point increase in search interest.

Now, due to the film’s impact on the industry, Oscar-winning directors are lining up to create the next immersive film with Apple. More surprisingly, after Submerged’s initial release, Hollywood R&D into immersive content doubled in 2024. Additionally, Blackmagic Design—the company that developed a bespoke camera for Apple Immersive Video—announced the world’s first commercial camera designed exclusively for capturing Apple Immersive Video.