Norfolk media agency using 3D audio, take a listen.

Posted at 8:49 PM, Jun 27, 2016
and last updated 2016-06-27 20:50:02-04

NORFOLK, Va. - Sway Creative Labs in downtown Norfolk is using 3D audio to break up the monotony of regular ads. The technology almost tricks the brain into thinking the action is actually happening right where you are.

For the 3D audio demonstration, founder of Sway Creative Labs, Jarrett Beeler uses an experience almost everyone has had: getting a haircut. You can hear and feel a stylist behind you, putting a cape over your shoulders, sharpening scissors and cutting the hair on the left side of your head, the right side and trimming your bangs.

"You feel that hairdryer. Your brain almost mimics feelings. You're not even almost hearing things, you're feeling things in an odd sort of manner," said Beeler.

That is the immersive feeling behind 3D audio Creative Sway Labs is hoping will revolutionize advertising. They are one of the few agencies in the country offering it. 3D audio is becoming more popular. At this year's Cannes Lions International Festival of Creativity, 3D audio is one of the top discussion topics.

Beeler said, "It works by essentially recording with two microphones as if you were simulating two ears. So you even see the mics themselves are in the shape of human ears to process sound that way."

News 3's Kim Cung went into a separate room and closed her eyes, while Beeler did the demonstration.

"The biggest hallmark of it is just being able to place things in the space. Just not a matter of oh that was on my right side, oh that was on my left side. It was right about there."

Beeler says the 3D difference can be heard with any pair of headphones.