Custom Reality Services

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Custom Reality Services We explore the confluence of traditional visual storytelling and the radical edge of adjacent technologies.

We are a team of award-winning filmmakers, visual artists, technologists, producers and storytellers who are passionate about Virtual Reality and the way it can impact our world. Founded by Jeff Fitzsimmons, Kelly Fitzsimmons, and Brad Lichtenstein, Custom Reality Services (CRS) is a pioneer within the emerging storytelling world of Virtual Reality (VR) filmmaking. By venturing beyond the confines

of 360-degree video, CRS takes advantage of CGI virtual reality, multi-dimensional audio and positional tracking. Our goal is to blur the lines between gaming and filmmaking to tell fascinating and engaging stories.

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Our Story

Founded by Jeff Fitzsimmons, Kelly Fitzsimmons, and Brad Lichtenstein, Custom Reality Services (CRS) is a pioneer within the emerging storytelling world of Virtual Reality (VR) filmmaking.

We explore the confluence of traditional visual storytelling and the radical edge of adjacent technologies. By venturing beyond the confines of 360-degree video, CRS takes advantage of CGI virtual reality, multi-dimensional audio and positional tracking. Virtual Reality immerses audiences in experiences. It engages people physically and emotionally with stories in new ways.

By crafting narratives that allow the audience to assume a new, often first-person perspective, our work blurs the line of what defines reality. Based in Milwaukee, our diverse, expert team develops heartfelt projects that serve to inspire, engage and start new conversations.