Dubai, United Arab Emirates
As the Managing Director and Co-Founder of WithFeeling, I lead a team of professional and talented musicians who design sound and create music to spark engagement, performance, and connection between people and organisations. With over 20 years of experience in the field of audio, music, and film, I have a passion for sonic branding and its power to enhance brand identity and awareness. I have worked on award-winning projects for global and regional clients, such as BBC World-Wide, McDonald’s, Nivea, Sony, Cadillac, Microsoft, Ferrari World Abu Dhabi, Dubai Parks and Resorts, UAE National Day ceremonies, and The Burj Al Arab. Most recently, I have executively directed and produced the Expo 2020 Dubai Official Theme song and music video, as well as created and implemented the Expo 2020 Dubai sonic identity. I am also a UAE Golden Visa holder and a proud member of the sonic branding community. My mission is to help brands differentiate themselves and stand out in a busy and noisy world, by creating memorable and immersive experiences with sound and music. I also love to share my knowledge and insights on sonic branding through workshops, podcasts, and articles. If you are interested in learning more about how sonic branding can benefit your brand, or if you have any questions, please feel free to message me on LinkedIn. I would be delighted to connect with you and discuss your sonic branding needs.
Sound us out about Sonic Branding, Original Music Compositions, Sound Design, Brand Voices and Audio Post-Production. We are WithFeeling. We design sound and create music to spark engagement, performance and connection between people and organisations. 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.
As Co-Founder, I advise on the use of sound, audio identity, and digital media within spatial experiences. I support the creative direction of key projects, helping to shape environments that resonate emotionally and culturally through curated soundscapes, interactive media, and screen-based storytelling. My focus is on elevating the sensory dimension of our work while contributing to the broader experiential vision.
I invested in Geek Numbers to support its mission of offering accessible, cost-effective accounting solutions for SMEs in the UAE — a smart, scalable alternative to full-time finance teams. I continue to advise on business development and back the vision led by Managing Director Peter Ingel
- Executively directed and produced the Expo 2020 Dubai Official Theme song & music video “This is Our Time” from inception to delivery. - Created and Implemented the Expo 2020 Dubai sonic identity - Created 100s of thematic soundscapes (licensing and sound design) - Created audio strategies for multiple rides, attractions, pavilion experiences and experience- driven marketing installations - Created podcasts, audio guides, announcements and calls to prayer - From 2020 onwards, also the Creative Director of a team of 7 motion and graphic designers, over 7000 individual pieces of content were created for 300 screens on-site
Worked in the field of sound design, audio mixing, sonic branding, music supervision, creative direction, music composition, brand strategy, advertising, film directing