Dolby Atmos House
How do you make people care about something highly technical they can't explain? Dolby's audio technology is sophisticated, but when experienced, it's visceral and intuitive. For the third consecutive year, we bridged that gap at Amsterdam Dance Event, transforming the Dolby Atmos House into a sanctuary for deep listening and discovery.
Instead of leading with the tech, we let artists do the talking. This time around Armin van Buuren, Don Diablo, Nadia Struiwigh, Jeff Mills and many others untangled spatial audio from their own perspective across two days of immersive listening sessions, interviews and hands-on workshops at TOBACCO Theater and ADE Lab. We presented a wide-ranging program featuring some of electronic music's most influential artists and engineers.
Deepening the partnership
We reunited with Armin and Apple Music for the launch of his new album Piano. After an exclusive concert at the Apple Store, he joined us for an intimate listening session exploring the record in multidimensional audio. The album premiered in Dolby Atmos on Apple Music, with our campaign video running across Dolby’s, Apple’s, Armada Music’s and Armin’s channels.
That morning, Detroit pioneer Jeff Mills sat down with Apple Music’s Tim Sweeney to discuss how his work in spatial audio has evolved. Three years ago, Mills created Outer to Inner Atmosphere: The Escape Velocity Mix for Apple Music, a set designed to simulate breaking free from Earth's gravity. He broke down its creation and then played it out in full, letting it speak for itself.
As project lead we handled the campaign from strategy to rollout. In the weeks leading up to the event, we produced and distributed artist content for Dolby’s, ADE’s and the artists’ own channels, plus media partners. During the event, we captured the sessions through interviews, photography and full recordings. The end result: a message carried by credible cultural voices and an activation the community actually wanted to experience.
P.S. To answer the opening question: we let the tech disappear and just let people experience it.
Client
Dolby
Dolby
Project
Dolby Atmos House
Dolby Atmos House
Category
Experiential & Online
Experiential & Online
Work
Strategy, Concept & Creation
Strategy, Concept & Creation
