Groove Jones + McDonalds McDonald’s SXSW VR Experience McDonald’s unveiled “V-Artist” at the 2016 SXSW festival, where attendees had the unique opportunity to step inside a virtual Happy Meal Box and be creative. We created helped Art Direct this fully immersive and interactive VR experience with Groove Jones. The experience premiered at the McDonald’s Loft at the annual Interactive/Music/Film festival held in Austin, Texas.