Kinetek
Immersive Art
Cinematic Experiences
Generative AI
Virtual Reality
Spatial Audio
Kinetek is an immersive media company redefining how immersive art and entertainment are created, experienced, and distributed. With creative hubs at MASS MoCA in North Adams, MA and Ormeau Baths in Belfast, Kinetek collaborates with a world-class roster of artists and technologists, leveraging generative AI and emerging technologies to create and distribute groundbreaking immersive experiences globally.
Kinetek operates through two core divisions:
Kinetek | Studios and Kinetek | Art
Both united by a singular mission: to expand the emotional and experiential dimensions of art in the age of intelligent media. Together, these pillars form a new model for artists, collectors, and audiences to engage with immersive storytelling across physical, virtual, and hybrid spaces.
Kinetek is an immersive media company redefining how immersive art and entertainment are created, experienced, and distributed. With creative hubs at MASS MoCA in North Adams, MA and Ormeau Baths in Belfast, Kinetek collaborates with a world-class roster of artists and technologists, leveraging generative AI and emerging technologies to create and distribute groundbreaking immersive experiences globally.
Kinetek operates through two core divisions:
Kinetek | Studios and Kinetek | Art
Both united by a singular mission: to expand the emotional and experiential dimensions of art in the age of intelligent media. Together, these pillars form a new model for artists, collectors, and audiences to engage with immersive storytelling across physical, virtual, and hybrid spaces.
KINETEK | STUDIOS
Kinetek | Studios produces original cinematic content and AI-first media for brands, agencies, and platforms—designed for both immersive activation and global distribution. Its first original production Underscore , is a feature-length film written and directed by artist and founder, Hugh McGrory, created for large-format immersive cinemas and installations.
Kinetek | Studios produces original cinematic content and AI-first media for brands, agencies, and platforms—designed for both immersive activation and global distribution. Its first original production Underscore , is a feature-length film written and directed by artist and founder, Hugh McGrory, created for large-format immersive cinemas and installations.
UNDERSCORE
verb: To emphasize the importance of something.
1: To emphasize the importance of something.
2: Music used to create an atmosphere or convey a theme.
Logline: A meditative psychedelic trip into the underlying fabric of reality, the Underscore is where the end of the world is the start of something new.
Underscore is a cinematic immersive art experience that brings audiences on a powerful poetic journey, to examine the present moment - a period of heightened transition and flux, where we find ourselves simultaneously on the cusp of environmental catastrophe and encounters with artificial and non-human intelligences that will redefine our purpose, our behaviors, and our beliefs. The experience uses emerging technologies to communicate a feeling, establish a connection, and provoke an emotional response.
Laoise and Aodhán, a Granddaughter and Grandfather, come together to face the apocalypse. As the material world mutates and evolves, they transform into light.
Underscore is an original idea by Hugh McGrory and is created in collaboration with a team of international innovators in AI art, electronic music, virtual production and virtual reality.
Learn MoreUnderscore Team
Hugh McGrory
Writer/Director
Debra McGrory
Producer
Jim Johnston
Executive Producer
Eyal Rimmon
Executive Producer
Ian McElhinney
Starring
Jessica Reynolds
Starring
Ryan Kernaghan
Director of Photography
Glenn Marshall
Director of Animation
Steven Diamond
Editor
Phil Kieran
Music Composer
Cristian Vogel
Sound Designer
Tom Paul
Sound Mixer
KINETEK | ART
Where Vision Expands Beyond the Frame
Kinetek | Art is a portal into immersive realms—where celebrated artists and generative AI converge to reimagine the experience of art across space, time, and consciousness.It brings together a world-renowned roster of visionaries—painters, sculptors, filmmakers, musicians, choreographers—each exploring the poetic frontier between traditional practice and emerging technologies.
Kinetek has a physical gallery space located on the MASS MoCA campus (Building 1, Floor 3) and a presence across virtual and physical realms.
Our three pillars seamlessly connect into a singular creative ecosystem—each a doorway into new modes of seeing, feeling, and collecting.
The Three Pillars of Kinetek | Art
Kinetek | Gallery: large-scale physical exhibitions and experiential activations
Kinetek | Metaverse: immersive virtual worlds and community spaces
Kinetek | Marketplace: original and limited-edition NFT digital art and collectibles from Kinetek creators
Where Vision Expands Beyond the Frame
Kinetek | Art is a portal into immersive realms—where celebrated artists and generative AI converge to reimagine the experience of art across space, time, and consciousness.It brings together a world-renowned roster of visionaries—painters, sculptors, filmmakers, musicians, choreographers—each exploring the poetic frontier between traditional practice and emerging technologies.
Kinetek has a physical gallery space located on the MASS MoCA campus (Building 1, Floor 3) and a presence across virtual and physical realms.
Our three pillars seamlessly connect into a singular creative ecosystem—each a doorway into new modes of seeing, feeling, and collecting.
The Three Pillars of Kinetek | Art
Kinetek | Gallery: large-scale physical exhibitions and experiential activations
Kinetek | Metaverse: immersive virtual worlds and community spaces
Kinetek | Marketplace: original and limited-edition NFT digital art and collectibles from Kinetek creators
MEET OUR TEAM
Chief Executive Officer, Co-Founder
Hugh McGrory
Chief Executive Officer, Co-Founder
Hugh is a filmmaker, media artist, and technology entrepreneur whose work spans film, photography, virtual reality, and artificial intelligence. In 2003, he founded Make, a film and generative animation studio in Belfast, Northern Ireland. After moving to NYC in 2008, he curated audiovisual installations for Art Basel and Volta Art Fair. Hugh has also led teams developing four software applications: Morph (data art), TwoTone (data sonification), both funded by Google, along with Geometric (virtual reality), and Airfield (spatial audio).
President, Co-Founder
Debra McGrory
President, Co-Founder
Debra is an immersive and interactive media producer and curator with over two decades of experience. She's worked with clients like Tribeca Enterprises, Vimeo, the National Film Board of Canada, and Google. Debra founded Culture Shock (2007), Datavized (2015), and Sonify (2019), focusing on creative media, XR production, and data sonification, respectively. She directed the VR documentary In/Formation (2015) and produced UNDERSCORE (2025), a groundbreaking AI feature film. Debra is also an Assistant Professor at The New School and Williams College.
Creative Technologist
Scott Mann
Creative Technologist
Scott is a multi-talented creative technologist specializing in interactive experiences blending generative animation, particle systems, sensor integration, AI art, sound design, and interactive music. After earning a Master’s in Music Technology from NYU (2000), he composed a #1 hit with K‑pop supergroup Girl’s Generation and produced music for major global brands. His passion for interactive media led to software development, where he has since been a lead content creator on large-scale installations for The Twist Museum, The CN Tower, Five Iron, and Adobe.
Corporate Development
Jim Johnston
Corporate Development
After seven years as a Submarine Officer in the U.S. Navy, Jim has spent the last 24 years advising and investing in companies across a variety of industries. He was an investment banker at Goldman Sachs from 2000-2008 in Mergers and Acquisitions and Financial Sponsor Coverage. He then joined Nexphase Capital Partners (FKA Moelis Capital Partners) in 2008 where he ultimately ran the Industrials Group as a Partner. In 2018, Mr. Johnston left Nexphase to focus his energy on investing in and advising growing entrepreneurial companies. He currently sits on the board of Greyledge Technologies, Avex Louisiana, the Red Fox Community School, and is a board advisor to Jame Rollform Products.
AI Artist
Glenn Marshall
AI Artist
Pioneering and multi-award winning computer artist, animator and interactive designer. Glenn’s film ‘The Crow’ won the Jury Award at Cannes Short Film Festival in 2022, a first for an AI generated film. Glenn has also received two Ars Electronica Awards. Previously Glenn has collaborated with Peter Gabriel and Tangerine Dream on music videos and concert visuals, and his commercial clients have included Guinness and Panasonic. His animations, interactive artworks, and visual art are inspired by science and nature, the meditative and the abstract.
Marketing
Constance Costas
Marketing
Global leadership in event marketing, business operations, and strategic planning, delivering measurable growth and operational efficiency for C-suite executives, start- ups and Fortune 500 clients. Founder of Greenhill Agency, a global marketing consultancy, managing C -suite executive operations, high-impact campaigns and premium event activations across the US, Europe, and Asia. Formerly Vice President at Goldman Sachs spearheaded global client marketing programs for the firm.
Strategic Partnerships
Colin Templeton
Strategic Partnerships
Colin brings his extensive network of industry contacts and deep relationships across the media landscape to champion strategic partnerships at Kinetek. Specialized in business development, content distribution, strategic planning, digital advertising and financial analysis, he explores opportunities to leverage Kinetek's immersive, next generation media production and proprietary AI workflows to align with commercial brands, IP owners, networks, corporate sponsors and platform partners to maximize global audience, users, and revenue.
ADVISORS
Advisor
Tina Vaz (Guggenheim)
Advisor
Tina Vaz is the Deputy Director and Chief Brand and Communications Officer of the Solomon R. Guggenheim Museum in New York. A strategist and executive with a background in advancing pace-setting brands in art and culture, technology, and public media. As Head of Meta’s Open Arts program, Ms. Vaz oversaw a global initiative to advance company narratives and business priorities through the commissioning of art and design work for Meta spaces, products, and partnerships. Prior to Meta, Ms. Vaz led communications, marketing, issues management, and brand strategy as Deputy Director of Global Communications for the Solomon R. Guggenheim Museum.
Advisor
Becky Heldfond (Sotheby’s)
Advisor
Becky Heldfond is the Senior Vice President, Head of Office, for Sotheby’s with a focus on Contemporary Art. Becky has worked with national institutions, artists, and organizations and has served on the Vanguard Leadership Board of the Aspen Institute, the Art Show Selection Committee for the Art Dealers Association of America, the Auction Committee for the Headlands Art Auction and the Steering Committee for the de Youngsters of the Fine Arts Museums of San Francisco.