Sound
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Emaar’s Centre of Now campaign celebrated Dubai as a city at the heart of the present moment. WithFeeling composer Lee Turner wrote the original music for the campaign, designed to feel modern, optimistic and unmistakably tied to the energy of the city. The piece quickly became one of the most-recognised brand tracks in the UAE in the 2010s.
Sound
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THE CHALLENGE
Write an original score that captured the spirit of Emaar’s Centre of Now campaign. The music had to feel modern, hopeful and uniquely tied to Dubai. As a brand piece, it also had to be memorable, the kind of track that stays in the audience’s head and earns its place in the cultural memory of a city.
THE APPROACH
Lee Turner built the Emaar original music around a confident melodic motif, layered orchestration and a forward-leaning rhythmic drive. As a result, the piece feels cinematic, contemporary and emotionally direct. Composed at WithFeeling, the track was written for picture and arranged to land precisely with the campaign’s visuals.
DOWNTOWN DUBAI
The 500-acre flagship mega-development of Emaar Properties, Downtown Dubai is a dynamic city hub that has catalysed the economy and cemented Dubai’s reputation as a truly global city.
Located at its centre is Burj Khalifa, the world’s tallest building. The Dubai Mall, the world’s largest shopping and entertainment destination, and The Dubai Fountain, the world’s tallest performing fountain, add to the development’s list of must-see attractions while Souk Al Bahar, an Arabesque shopping and dining destination, further broadens its appeal to visitors.
THE RESULT
An original score that became one of the most remembered brand tracks of its decade in the UAE. A piece of music that gave Emaar’s Centre of Now campaign its sonic identity, and earned a lasting place in the cultural memory of Dubai.
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