Independent animation studio Reel FX is launching Reel FX VR, a new division of the company created to develop virtual reality content.

Reel FX VR will focus mainly on “client work for major studios and commercial agencies” as well as working with Reel FX’s original films.

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The new division will work with VR platforms including Oculus Rift, with which the company has had a relationship since Oculus VR’s 2012 Kickstarter campaign, and the Samsung Gear VR Innovator Edition, the first mobile Oculus VR goggles.

The company has been active recently in VR projects, including a Jaeger pilot VR experience in coordination with Legendary’s “Pacific Rim”; an Oculus Rift driving experience for the Jeep Grand Cherokee; and a 360-degree live-action, on-court video for the NBA’s Dallas Mavericks.

In anticipation of the release of Reel FX’s upcoming animated feature “The Book of Life,” due in theaters Oct. 17, the studio released a stereoscopic 3D trailer for the film that Samsung Gear VR users can view in a 360-degree cinema space.

Reel FX founder and executive creator director Dale Carman will oversee Reel FX VR with general manager Keith McCabe and executive producer Gary Banks. The team will also include Dan Ferguson, who joined as director of digital interactive in 2013, and interactive account manager Tina Ghezzi.

Creative teams will be led by Reel FX artists from feature and commercial crews. Reel FX VR will hold showcases in its Dallas studios beginning Sept. 25.