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Six Flags Qiddiya is Saudi Arabia’s first-ever theme park, the flagship attraction inside Qiddiya, the Kingdom’s emerging capital of entertainment, sports and arts and a centrepiece of Vision 2030. WithFeeling composed the original music and sound design for “Unlock the Thrill”, the park’s TV commercial campaign, in partnership with Squint/Opera.
THE CHALLENGE
Score a theme park brand campaign that lives at two extremes at once. Hollywood-scale cinematic excitement for the rides, including Falcon’s Flight, the world’s tallest, fastest and longest roller coaster. And a deeply authentic sense of place: this is a Saudi theme park, not a generic global one. The music had to do both without ever leaning on cliché.
THE APPROACH
WithFeeling wove traditional Middle Eastern instrumentation into a fully orchestral score. Lush strings and bold brass bring Hollywood-scale excitement, while the gentle strum of the oud and the rhythmic pulse of tabla ground the music in a sense of place. Each of the park’s six themed lands, City of Thrills, Discovery Springs, Steam Town, Twilight Gardens, Valley of Fortune and Grand Exposition, gets its own sonic character while staying unmistakably part of one Six Flags Qiddiya. Composition by Joe Dickinson, sound design and mix by Nick Olsouzidis, executive production by Chris Atkins, with Squint/Opera.
THE RESULT
A campaign score that lets Six Flags Qiddiya land both as a global-scale theme park and as a clearly Saudi one. The music gives “Unlock the Thrill” its energy, gives each of the six lands their own audible identity, and helps the world’s tallest, fastest, longest roller coaster sound exactly as ambitious as the park it is leading.
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