← Work · Ministry of Tourism, Saudi Arabia · 2025
The Sound of Saudi
Saudi Arabia's Ministry of Tourism asked for "Endless Discovery" as sound. A hero track and three variants on duff, rabab, qanun, ney and oud, premiered at the UN Tourism General Assembly.
Draft. Chris to approve or rewrite.
The brief was to translate the Ministry’s idea of “Endless Discovery” into a sonic identity that would hold up across campaigns, events and every platform the Ministry owns. We wrote a hero track on duff, rabab, qanun, ney and oud, with regional chants, and recorded much of it with traditional vocalists and choirs.
From that came three variants, “Ahluha”, “Our Guest Comes First” and “Prosper”, and a dance remix. It premiered at the 26th UN Tourism General Assembly in Riyadh in November 2025 and was adopted as the Ministry’s official sonic signature.
It wasn’t about composing music. It was about capturing a nation’s soul with respect and ambition. Silver for Best Audio Brand at the 2026 Transform Awards MEA.