Wave Studios Talks Dolby Atmos and Advertising

shots was treated to a lesson in sound design last night as Wave Studios unveiled its new Dolby Atmos suite to the advertising industry.

The new object-based technology will enhance the viewing and listening experience with 360-degree cinema sound and offers exciting new possibilities for the company’s clients and the wider advertising community.

“We’ve upgraded to Dolby Atmos for post production, which is the latest technology in digital cinema audio,” states Wave sound designer, Tony Rapaccioli. 

“For the first time we have true 360-degree sound mix capabilities, which means in a theatre environment sound can be placed in its most natural environment.”

What that means is that sounds can be placed at different points of the room to reflect what’s happening on screen: “If you have a shot of a helicopter taking off you’ll feel the sound of height and the blades lifting away as it rises above you and flies off,” he adds.

The technology is the future for cinema entertainment and immersive sound in theatres. Individual speakers carry the sound which is followed and controlled via small yellow balls, or ‘events’, on screen.

“Sounds can be placed exactly where they would naturally occur,” Rapaccioli adds. “It’s the most freedom from a sound design point of view that we’ve ever had before to create the most naturalistic and clear soundscapes. It’s the ultimate enhancement of the immersive cinema experience.”

And as for its value to the ad industry, he’s especially excited about getting started with Wave’s clients.

“Advertising has never been shy of pushing the boundaries of creativity. There’s a lot of education to be given, but in an exciting way. Wave Studios is very much at the forefront of this. But given that our clients are the advertising fraternity – production companies, directors and creatives – we just know that they will embrace it.”

Showing some film trailers as part of the tour, including for Gravity which demonstrated the technology and power of the effects, Rapaccioli finished off by expressing his excitement once more: “It’s another level; experience and boundaries being pushed to maximise our industry. Sound is 50 per cent of the final product but I think with Atmos, it pushes it beyond that.”

Wave held the event in collaboration with NONOTAK Studio, which saw their NUMBERS exhibition - mixed with Dolby Atmos - showcased in the company’s Soho window on Great Pulteney Street.