72andsunny launches the short film directed by Karena Evans, about the reggaeton artist J Balvin
Dolby Laboratories, Inc., a leader in immersive entertainment experiences, has unveiled the second commercial of its first Dolby Atmos Music campaign featuring the LATIN GRAMMY® award-winning and global chart-topping Colombian reggaeton artist, J Balvin.
The campaign is based on the insight that people want to feel a deeper connection with their favourite artists through music, the kind a Dolby Atmos Music experience can authentically deliver.
“We continue our Dolby Atmos Music journey with J Balvin exploring how colours and culture define his iconic musical style,” said Todd Pendleton, senior vice president and chief marketing officer, Dolby Laboratories. “We share J’s mission to bring his music to the world for everyone to feel.”
The :90 second film goes deep into J Balvin’s creative process and his first experience with Dolby Atmos Music. Spotlighting his recently released single ‘Blanco’, J Balvin discusses his perspective of music as a colour palette, the impact of growing up in Colombia and moving to New York to chase his dreams, and how these influences define his distinct sound. This exclusive portrait film from Dolby presents his inner monologue of transcending barriers through music, pulling the audience closer in so they can feel the colours as he does.
“I see music as colours. With this new album that we're making, we really want people to feel the colours,” said J Balvin. “Dolby Atmos lets you feel the layers of music; you can feel the layers of the gradients in the colours. I’ve never heard music like this. I love it.”
The piece follows Sunday’s debut of a two-minute film featuring Lizzo, which explored the emotion behind music and the beauty of a Dolby Atmos experience.
In the weeks to come, Dolby will give people an intimate look into the creative minds of other top artists through a series that showcases their personal ethos, stories, and close relationship with fans. Dolby joined forces with these trailblazers in music because they inspire others by living unapologetically, and their art is leading culture. The campaign features real stories from each artist and highlights their latest singles.
The films were directed by the award-winning Toronto based director Karena Evans at m ss ng p eces. She is one of entertainment’s most sought-after talents and is known for her cinematic, authentic, and narrative-focused directorial style. Karena is behind Drake’s 2018 music video God’s Plan, and is revered for telling diverse, inclusive stories about the human condition.
“The genesis of this campaign is inspired by Dolby’s mission itself – a pure transmission of artist's intention,” said Karena Evans. “We decided to approach this campaign unconventionally through interior monologues to explore the purity of thought and creativity. At its core, this is what Dolby Atmos is.”