Atmos Technology
Dolby Atmos is a unique immersive surround sound technology, but how do you visualize that technology? And how do you visualize the heightened sensorial experience that it produces?
The Elements
To achieve our look, we started off by combining two artists with radically different styles. One artist masterfully illustrates with organic lines, layering in soft, warm textures. The other artist’s work is highly energetic, with dramatic perspective and crisp lines. Together they struck a balance that would set the tone for the entire system. With thoughtfulness and consideration to the world we established, our team then generated a range of assets, including our characters, their clothing style, the objects in their homes, and the Dolby-enabled devices that they use. Each of them is illustrated with warm, calm colors, but with bursts of neon to keep the world bright, future-forward, and technical.
Look Development
In order to capture what’s unique to the Dolby experience, we needed to find the right balance of human and technical qualities. For the most part, we chose to lean into more warm and organic qualities, while still alluding to the sophistication of their tech throughout. Our explorations ultimately lead us to something that embodies their specific hyper-sensorial, highly technical, surround sound experience.
Technical Illustrations
Much of the work was designed to be expressive, but this is Dolby after all—the work would need to cover their technical needs as well. We expanded the system to include a style for technical drawings, unique to the brand, that they could use to demonstrate how the technology works and how to set it up at home.
Branding Elements
We created an approach to kinetic typography that could live in this new Dolby world. These are used primarily on social media, and when the brand wants to be more direct with its messaging.
Credits
- Director & Creative DirectorChloë Greene
- Art DirectorsReece ParkerMichelle Ouellette
- DesignersValentino VilchesYoon LeeAbigail GohDrew ShannonEsther MoonAndres RiveraVlada FedchenkoJason FangSellina Yoo
- AnimatorsOliver WeeAbigail FairfaxArley CornellAly TainDavid QuirayMantas GrauzinisFelix HemstadiusJaewoo ParkSachio CookFederico Saenz-RecioMahmoud BadranJavier Ibañez
- StoryboardsWill RosadoRyan Beckwith
- EditorAndrew Polich
- VO Recording StudioTiny Lion
- CCOJonathan Notaro
- Managing PartnerDevin Brook
- Executive ProducerGarrett Braren
- Head of ProductionTita Poe
- ProducersKurt KimAnnie Chen
- Production CoordinatorsSam BrockschmidtJulia Prout