In a new ad for Sony titled “Two Worlds,” two lovers gaze at each other from two opposite city buildings, slowly moving into an embrace while shattered glass gently flies around them.

The spot, created in 3D by Toronto-based Spy Films, is narrated by Leonard Cohen who recites lines from his poem, “A Thousand Kisses Deep.” Part of a global ad campaign, the commercial, launched last week, is the first project coming out of Spy Films’ new division, Spy 3D, launched earlier this month.

For Spy Films, a short-form content production house with advertisers as their main clients, entering the new dimension feels like an evolution of their business, says Marcus Trulli, executive producer of Spy 3D.

“We had an opportunity to go into a pioneer, new, industry,” says Trulli. “What people are going to have to understand is that [3D is] just going to be part of our lives. By 2015, 52% of the market will account for 3D TVs,” he says.

But before the market reaches a “tipping point,” Spy Films is targeting clients that want to be seen as boundary-pushing. He says they are already working with several new advertisers to produce 3D content – even though it costs about 20% to 30% more to shoot in 3D, advertisers also get a 2D version to use in regular TV or web campaigns.

For the launch of the new division, Spy 3D has an exclusive partnership with equipment provider 3D Camera Company, which gives them the sole rights to use their cameras and technical crew for the purpose of creating content for the advertising sector, Trulli says.

And by having access to a world-renowned stereographer, Spy 3D is able to make sure the content looks good and not too “gimmicky,” which Trulli says tends to happen because the technology is still in its infancy.

“It’s very easy to create bad 3D and it’s hard to find the right personnel,” he says. “That’s why we have this strategic relationship, and that’s why we launched the new division.”

The success of 3D in the consumer market, however, will depend on getting rid of the glasses, Trulli explains.

“Similarly to HD, I think 3D is going to get a big push from sports fans. And I think the reason it’s taken this long is not necessary the adoption of the technology, as it is inhibitors like the glasses. No one wants to have six friends watch the Superbowl with glasses on, it’s just not cool,” he says.

Although glasses-free TVs are already on the market, they come with a high price tag.  But Trulli remains optimistic that market demand, combined with big sporting events such as World Cup 2014, which will be broadcast in 3D, will help push the technology into the mainstream.

“I think in the next couple of years…we’ll really start to see a lot of that new technology come out and a lot of those inhibitors – the glasses and cost – will start to be a thing of the past. And I think we’ll start to appreciate it more,” he says.