Introduction
For over a decade my focus has been emerging media. The forms keep changing; what interests me doesn’t: what a new medium lets an artist do, and what it lets an audience feel. Experiences that transport, emotionally and physically. Stories that couldn’t have existed before, built with the ambition of standing beside the real thing as its equal.

Real enough that the Television Academy built a peer group around it, Emerging Media Programming, where I’m a member.

Emerging media is the pre-grammar phase of a medium. It earns its existence two ways: it amplifies a story that already exists, or it gives a new one the ability to exist at all. Both happen by closing the distance between audience and idea.

At Apple, that meant defining the language of immersive storytelling on Vision Pro, across music, sports, scripted, unscripted, and documentary. It began before the product launched: shorter films proving what the technology could do, then feature-length episodic documentaries and the Emmy-nominated Metallica film. Each asked what the medium could make an audience feel, and how to build a story around that possibility.

Metallica is the first kind: an existing story, amplified. A stadium show made larger than life, with an intimacy that brings you into the band’s world.

Madefire is the second: a studio built to give new stories a way to exist. We called it a story factory. Story, world, and technology developed together, giving artists the means to create adventures that could grow across mediums.