Sound
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ENBD
For Emirates NBD, we created the original music and sound design for a festive campaign film that turns that question into a playful mystery: a caper about a batch of vanished Eidiya envelopes that resolves, in the end, through the bank’s instant digital gifting service, letting family and friends transfer traditional Eid money in a tap. Directed by Ali F. Mostafa and created with Leo Burnett.
THE CHALLENGE
The film speaks to a very specific tension: a UAE racing to become the most innovative country in the world, where online banking is already the default, and an Emirati community for whom, at Eid, cash is still king. The brief was to bridge that gap without losing the warmth and tradition at the heart of the season.
THE APPROACH
Our score and sound design were built to carry both halves of the story. There is the mischief and momentum of a detective caper, with rhythmic, suspenseful cues that drive the investigation forward and keep the tone light and fun. Underneath it sits the warmth of the season, melodic motifs rooted in the spirit of Eid that keep the film celebratory rather than corporate. The sound design stitches the world together beat by beat, from the rustle of envelopes to the satisfying resolution of the mystery, every detail tuned to land the story’s turn from old ritual to new technology.
THE RESULT
The campaign went on to win awards for the way it modernised a beloved tradition without ever talking down to it. Our job was to make sure it sounded as effortless, witty and heartfelt as the idea itself. Original music and sound design by WithFeeling.
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