The National Development Fund marked Saudi National Day with a film celebrating the Kingdom’s journey from aspiration to achievement. WithFeeling extended NDF’s existing sonic identity into a full orchestral score for the campaign, written around the theme of living a reality that once was just a dream.
- Client
- National Development Fund
- Agency
- WithFeeling
Sound
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LIVING A REALITY THAT ONCE WAS JUST A DREAM.
Saudi Arabia’s transformation is a story of scale, ambition and momentum. The NDF film told that story in just a few minutes. The music had to do the emotional heavy lifting.
This was not a new identity from scratch. It was an evolution of the NDF sonic world WithFeeling first crafted in 2023, extended into something cinematic for a national moment.
THE CHALLENGE
WithFeeling crafted the National Development Fund’s original sonic identity in 2023. For Saudi National Day, the brief was to take that identity further.
The new composition had to feel rooted in NDF’s established sound, but expand it. To honour the past while celebrating the present. To carry the Kingdom’s journey from dreamlike beginnings to the explosive energy of today’s celebration in a single piece of music.
It also had to work as a film score, a digital asset and a national moment all at once.
THE APPROACH
We composed an orchestral score that begins small, intimate and reflective. Delicate opening notes representing the nation’s heritage and early aspirations.
From there, the music swells. Layers of strings, brass and percussion build progressively, mirroring Saudi Arabia’s journey from quiet vision to bold reality. Each section carries its own emotional weight, yet flows seamlessly into the next.
The crescendo is not just a climax. It is an explosion of unity, pride and progress, designed to mirror the emotional arc of the film itself.
THE RESULT
A composition that gave the NDF’s National Day film the emotional scale it deserved.
Rooted in the original sonic identity, but extended into a piece with new depth and grandeur. Built to work across the campaign film, digital cut-downs and broader brand storytelling.
The result is a piece of music that feels unmistakably NDF and unmistakably Saudi. A fund that does not just finance a future, but helps shape one.
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