Mercedes AMG

“The Sound of AMG”

To mark the 50th anniversary of Mercedes-AMG, we wanted people to see what exhilaration felt like when they couldn’t see at all. So we created an in-theatre experience that leveraged the science of the senses: namely, when you remove one of them, the others become heightened.

The execution was designed specifically for cinemas equipped with Dolby Atmos – a 36-channel cinemaphile-grade sound technology that recreates audio with pinpoint accuracy. In complete darkness, moviegoers listened as a Mercedes-AMG vehicle maneuvered around them. Haptic-enabled seats emphasized the vibrations created as the vehicle noises overwhelmed the audience.

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