Expo 2020 Dubai, Sonic Branding, Original Music Compositions, Sound Design, Brand Voices and Audio Post-Production.
If you visited Expo 2020 Dubai, you would have heard its original theme song “This is Our Time”.
”Working along Chris and the WithFeeling team during the Expo 2020 on a sonic strategy was one of the most eye opening and fun experiences for me. I came to realize the importance of sonic and music in creating a sense of space, comfort, and wonder. I’ve also come to appreciate the power of sonic as a platform to communicate themes and messages to people, and define the personality of a space. I truly enjoyed working alongside Chris who managed to translate a difficult brief into an unforgettable sonic strategy and I was beyond honored to Co-DJ some of the music of the public realm of Expo with him for special events!
Marjan FaraidooniChief HR & Visitor Experience Officer ‑ Expo Pavilions & Exhibitions
The four-note hook from the song was primarily used to create a distinctive sound that uniquely defined Expo 2020 and immediately differentiated it as a brand.
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Hit Theme Song
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Thematic Variations
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Minutes of Soundscapes
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Recorded Messages
The Expo sonic brand identity derived from the Expo theme song “This Is Our Time”
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Video Streams
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Spotify Streams
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Tik Tok Plays
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Expo 2020 Dubai Audio Guides
WithFeeling is immensely proud to showcase our extensive expertise in creating engaging audio guides, exemplified by our accomplishment in delivering 20 multilingual episodes for Expo 2020. This comprehensive project encompassed meticulous scriptwriting, translation, and production, illustrating our adeptness at merging informative content with cultural sensitivity. We had the privilege of collaborating with Expo Historian Charles Pappas, who wrote and narrated the English versions, and took significant steps to ensure authenticity by casting Emirati talent from our colleagues at Expo for the Arabic narrations. This was a deliberate effort to forge a genuine connection with our audience. The recording sessions, conducted both at Expos state-of-the-art studio and on-site to capture the essence of the environment, were led by the WithFeeling team under the guidance of Dr. Federica, then SVP of Visitor Experience, and Chris Atkins, who served as Senior Multimedia Manager. Each episode, from 'Arabic Culture and Design' to 'The Journey of Al Rihla', was thoughtfully enhanced with carefully selected music and relevant sound effects, crafting an immersive and unforgettable listening experience. Our dedication to integrating the rich fabric of Arab and Emirati culture was evident, showcasing our unwavering commitment to excellence and innovation in audio guide production. The WithFeeling team’s cohesive effort not only captivated our audience but also set a new benchmark in audio guide production.
Enjoy the below podcasts where the team at WithFeeling talk about the making of the song, and the soundscapes we created.
A tone of voice is not what you say, but how you say it. This encompasses not only the words you choose but their order, rhythm and pace.
The visitor experienced what it is like to enter the UAE; welcoming, tolerant, dignified, international, local, and youthful.
- Female, Emirati.
- Vocal age of 25/35.
- Our voice, Safia, spoke with a clear familiar and Intelligible accent.
- Perfect Classical Arabic & English (with Emirati Accent).
- The vocal tone was warm, friendly, informed, fun, educated, and proud.
- Our voice was extremely versatile and able to shape her tone to fit other Visitor Experience installations on-site (Train station, for kids).
We used Safia Al Shehi for all communication before the event, so when the event opened, the visitor is welcomed by that familiar friendly voice.
UAE National Anthem
"Ishy Bilady" (Arabic: عيشي بلادي, lit. 'Long Live my Country') is the national anthem of the United Arab Emirates. It was officially accepted as the national anthem of the United Arab Emirates after the formation of the country in 1971.
History
After the country's formal nationalisation in 1971, Egyptian composer Saad Abdel Wahab -- a nephew of famous Egyptian composer Mohammed Abdel Wahab-- created the melody for "ʿĪshī Bilādī" in that same year; however, the anthem did not have lyrics until 1986, which were written by ʿĀrif al-Shaykh.
عيشي بلادي عاش اتحاد إماراتنا
عشت لشعب دينه الإسلام هديه القرآن
حصنتك باسم الله يا وطن
بلادي بلادي بلادي بلادي
حماك الإله شرور الزمان
أقسمنا أن نبني نعمل
نعمل نخلص نعمل نخلص
مهما عشنا نخلص نخلص
دام الأمان وعاش العلم يا إماراتنا
رمز العروبة كلنا نفديكِ بالدماء نرويكِ
نفديك بالأرواح يا وطن
Long live my country, the unity of our Emirates lives.
You've lived for the nation's faith of Islam and guide of the Quran.
I've made you stronger in God's name, O homeland.
My country, my country, my country, my country.
God protected you from the evils of time.
We have sworn to build and work –
work earnestly, work earnestly.
As long as we live, we will be sincere.
The safety has lasted, the flag has lived, O our Emirates!
The symbol of Arabism: we all sacrifice for you and give you our blood;
For you we sacrifice with our souls, O homeland!
Without sound, no experience is complete. We create original music to enrich all types of physical and digital content and experiences.
With an international career spanning the US, Europe and Middle East, in both private and public sectors, Federica is a specialist in bridging innovation, strategy and marketing. She has a successful track-record of engaging people of all walks of life around emerging ideas and complex challenges using both traditional and innovative formats and content through experiential design, branding and thought leadership.
During her decade-long engagement with Expo 2020 Dubai, Federica led the development of Expo’s thematic framework and content, from bid conception to delivery. From the original definition and development of the theme, to bringing the theme to life as Senior Vice President for Visitor Experience, she led the design and delivery of experiential content across the public spaces ensuring that it was relatable and memorable for all visitors. Federica also designed and launched the World Majlis programme, contributing over 50 thematic conversations, with over 500 global participants in collaboration with 30+ countries. In parallel, she was responsible for curating the official publications of Expo 2020 Dubai, which document the event and establish a strong legacy.
Our award-winning team is passionate about bringing to life sensory-led experiences for business, events and physical spaces using brand voices, original music compositions and sound design.
We believe that sound is another language to tell a story; another medium to paint a space; another tool to connect people, immerse them in your story and vibrate with their emotions.
We've worked with some of the biggest global brands
Dubai
Office 13 & 14
The Iridium Building
Umm Suqeim Road
Dubai, UAE
+971 55 148 2259
hello@withfeeling.com
Las Vegas
14 Sunset Way
Unit A
Henderson
Nevada, USA
+1 (702) 328-8809
Dubai
Office 13 & 14
The Iridium Building
Umm Suqeim Road
Dubai, UAE
+971 55 148 2259
hello@withfeeling.com
Las Vegas
14 Sunset Way
Unit A
Henderson
Nevada, USA
+1 (702) 328-8809
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