OBB Pictures, the production company behind the Kevin Hart LOL Network interview series Cold as Balls and Netflix’s upcoming Historical Roasts starring Jeff Ross, has signed a deal with augmented reality video company Octi to create content across digital, social and traditional platforms.

The strategic partnership will kick off with an event in March at SXSW, with the first phase including delivering the latest AR experiences to initiatives within Octi and OBB’s partners in the branded content space. OBB previously created content for the likes of Old Spice, Mountain Dew, Michelin, Lexus and LG.

“OBB’s focus is to exploit the newest opportunities in technology to immerse our audience into our storytelling, and we are very excited to use Octi’s augmented reality to create interactive experiences for our viewers around our biggest hits,” said Michael D. Ratner, founder and CEO of OBB Pictures.

Octi, which has a deal with the NFL Players Association to create and distribute avatars for more than 2,000 players, recently raised $7.5 million in seed funding from Shasta Ventures, I2BF Ventures, Bold Capital Partners, Day One Ventures, Human Ventures, Live Nation and AB InBev.

“Octi is proud to partner with OBB Pictures, a recognized leader in the entertainment space, to bring new technologies to their content and create a new type of interactive visual media,” said Justin Fuisz, Octi’s founder and CEO.