Lizzo, one of the breakout music stars of the year, appears in the first major consumer-facing campaign by Dolby, which broke last night during the 2019 American Music Awards.
Promoting the company's Atmos Music product, which aims to give people cinematic surround-sound technology in their own homes, the ad features Lizzo playing the flute, singing and describing her creative process in a joyful monologue. "My music is a conversation with the people who listen to it," she says.
Lizzo is the first of a series of celebrities that will appear in films created by 72andSunny Los Angeles and Dolby, with each showcasing their personal ethos, stories, and close relationship with fans. It comes as Dolby is heavily promoting Atmos following a partnership with Amazon Echo that means that people can experience the system within their own homes. At the 2019 American Music Awards last night, Lizzo, Dua Lipa and Post Malone all performed live in Dolby Atmos.
The films have been directed by Toronto-based director Karena Evans, via M ss ng P eces, whose work includes Drake’s 2018 music video "God’s Plan." “The genesis of this campaign is inspired by Dolby’s mission itself – a pure transmission of artist intention,” says Evans in a statement. “We decided to approach this campaign unconventionally through interior monologues to explore the purity of thought and creativity."
The marketer behind the campaign is former Samsung Mobile CMO Todd Pendleton, who joined Dolby in 2018. “Artists are rallying behind Dolby Atmos because it brings together the strongest bond possible between their stories and fans,” adds Pendleton.
The wider campaign includes digital, social, and video. There's also a traveling Airstream, which features both a mobile Dolby Atmos mixing suite and listening room for music fans and creatives, and Dolby SoHo a New York City based experiential space.