Experiences that deliver excellence.

Ruscella Immersive is the only immersive consultancy led by a stage and film director who wrote the field's design taxonomy. We serve institutions and creators who need experiences people remember.

Technology does not make an experience powerful. Direction does. Headsets change every year; what people remember does not: a moment staged with intent, a story they stand inside, and a reason to care what happens next.

From Orlando, Florida, we design, produce and build the capability to create immersive experiences for entertainment, education, government and culture.

What we believe

You are the hero of the story.
Our job is to guide. The institution, the educator, the participant: they are the ones who change. We make sure they are ready.
Direction before technology.
We decide what the experience must do before we decide what it runs on. The platform follows the idea, never the other way round.
Immersive creation belongs to everyone.
Not just the well-resourced few. It belongs with the people who know their participants best: educators, trainers, artists and storytellers, in any discipline.

Where we come from

Thirty years of directingStage, feature film and live performance, before a headset was ever involved.

A taxonomy for immersive designPeer-reviewed research that now underpins how the U.S. Air Force teaches XR.

Programs and labs built from nothingUniversity degree programs, a student-run immersive studio and the labs behind them.

Public-sector roadmapsImmersive strategy for the Department of Homeland Security and Virginia's public-safety community.

The founders

JJ Ruscella

Co-Founder · Chief Executive Officer

JJ has directed for more than thirty years: stage plays, a feature film, and live simulations for police and educators, and now immersive experiences. He founded the Interactive Performance Lab at the University of Central Florida, built the Shenandoah Center for Immersive Learning, and co-authored the taxonomy for immersive experience design used by the U.S. Air Force. He directs every Ruscella Immersive production.

Read JJ's full story

Joanne Ruscella

Co-Founder · Managing Member · Chief Business Officer

Joanne turns bold visions into fundable, scalable, sustainable realities. Her background in operations, finance and large-scale program development means every project has someone making sure each piece ships on time, on budget and built to last.

Tim Howes

Co-Founder · Chief Creative Officer

Tim leads creative direction and immersive design for Ri and its partners. A certified brand strategist, UX designer and 3D artist with more than twenty years in creative work, he makes sure every experience is human-centred, story-driven and worth stepping into.

Partners

The institutions and companies we create with.

Tell us what you are making.

Every request is read personally by the founding team, and answered within one business day.

Let’s talk