Role: Strategist and writer

Dolby’s new sound system needed a new name. And with Pixar’s Brave set to open in thousands of theaters worldwide in only a matter of weeks, they needed it now.

As part of the team at A Hundred Monkeys, I worked directly with decision-makers at Dolby to help break the standard nomenclature in theatre sound.

Atmos was our big winner.

The name suggests the natural power of “atmosphere” and “atomic.” We tied this to Dolby’s product positioning—the idea of “atmospheric audio” created a category in its own right, while giving Dolby inroads to talk about Atmos as a product of ultra-specific, atomic-level attention to detail.

Today, Dolby Atmos can be found in theaters around the world.