Formats that do not have a name yet.
Not everything worth making is a film. Trained to Imagine develops interactive, immersive, and AI-native formats — real-time and generative systems, spatial and immersive pieces, and installations for brands, artists, and cultural institutions. Our founders have shipped in this space, including the Apple Vision Pro experience What If…? – An Immersive Story.
Interactive pieces
Work that responds to an audience rather than playing at them.
Immersive and spatial
Headset and large-format experience, including Vision Pro and projection environments.
Generative systems
Pieces that produce rather than replay — output that differs every time it runs.
R&D collaborations
Exploratory work with brands and institutions where the format is part of the question.
- 01
Question
What is the piece actually for, and what would make it fail?
- 02
Prototype
The cheapest thing that tests the risky assumption.
- 03
Build
Production against a defined technical target and venue.
- 04
Install and support
Deployment, on-site commissioning, and a plan for who maintains it.
What counts as AI-native media?
Work whose form depends on generative systems rather than merely using them as a production shortcut. A film made faster with AI is still a film. A piece that generates different output for every viewer, or responds to input in real time, is doing something the previous toolset could not.
Do you take on R&D projects without a defined deliverable?
Yes, scoped as research with a defined budget, timebox, and a decision point at the end. What we will not do is take an open-ended exploration and bill it as a production — the two need different contracts and different expectations.