Sabah Tourism - Feel It All

9. Entertainment Kancils [9.13 Use of Original Composition]

case film

creative assets

Links:

https://www.youtube.com/watch?v=oiTSEDABiDQ

Product/Service:

Sabah Tourism Board

Client:

Sabah Tourism Board

Brief:

Sabah Tourism Board is rebranding its identity with the launch of “Explore Sabah: Mountain High, Ocean Deep” in September 2024. As part of this campaign, we composed an original theme song that captures the true essence of Sabah, its landscapes, its culture, and its people. The brief called for a composition that blends traditional Sabahan instruments like the Sompoton and Gong with a modern, cinematic approach, creating something memorable, emotionally stirring, and deeply rooted in place. The piece needed to resonate across digital, broadcast, and experiential platforms, engaging both locals and global travellers. Most importantly, it had to feel unmistakably Sabahan, honouring heritage while inspiring discovery.

Solution:

To spotlight Sabah’s rich musical heritage, we brought together traditional instrumentalists and homegrown artists to create a track layered with the sounds of the Seruling, Turali, Sundatang, Gong, and Tongkungon. Rolou Borneo and Najmie’s live Seruling performances grounded the piece in authenticity, while artists MKNK, Phoebe Tsen, and Dabra Sia brought fresh perspectives through vocals and lyrics. The highlight: a stunning bridge sung in Dusun by Dabra, capturing the soul of Sabah. In partnership with Sabah Tourism Board, this piece is a heartfelt invitation to experience the spirit of the land—through sound.

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