Ahmad Haffar, a Lebanese composer, voice artist, and stand-up comedian, has become a prominent figure in the world of sonic branding in Dubai. At 30 years old, he is pushing the boundaries of sound and creating a unique identity for brands through his innovative work at Mindloop Studios, located in the heart of Dubai Media City.
The Art of Sonic Branding: Crafting Memorable Jingles
At Mindloop Studios, Haffar is hard at work creating a new jingle for a renowned international hospitality brand. The composition begins with surging drums, seamlessly transitioning into a euphoric Middle Eastern string section, before wrapping up with a rapid vocal catch-cry. The jingle is only seven seconds long, but for Haffar, it is far from complete. “It needs to encapsulate the intended message, energy, and aspirations of the brand,” he explains, emphasizing the importance of crafting a memorable and meaningful sound.
Sonic branding, which blends art and commerce, has evolved over the years, starting in the early 1920s with the rise of radio advertising jingles. Today, it continues to thrive, with modern iterations like the iconic Windows 95 startup jingle serving as a testament to its lasting impact. For Haffar, creating a memorable piece of sound is all about capturing the essence of a brand in a way that resonates with listeners. “It’s not just about being catchy; it’s about creating a feeling,” he says.
A Global Impact: Ahmad Haffar’s Clients and Successes
With nearly a decade of experience in the industry, Haffar has worked with some of the biggest brands in the region, including Etisalat, Dubai Police, Saudi German Hospital, and Dubai Festival City. His work is not just about creating jingles—it’s about crafting sonic identities that leave a lasting impact.
One of Haffar’s most recognizable works is the jingle for the Dubai-based Service My Car, which features flamboyant operatic male vocals. “Sometimes, I just want to annoy you,” he laughs. “I designed these jingles to physically annoy people, and that’s one way to create a strong memory recall.” The jingle has become so iconic that it is instantly recognizable, even to those who don’t own a car.
Another notable project is Haffar’s work on the theme for the UAE’s vaccination trial program, 4 Humanity, released during the early stages of the COVID-19 pandemic. Featuring ambient, soothing synths, the theme was designed to calm people during a time of widespread anxiety. “I knew that some people were scared, and I’m so happy to create something that helped them feel cared for,” Haffar reflects.
The Power of Emotion: Crafting Soundscapes with Purpose
Sonic branding is more than just a creative endeavor; it is a deeply emotional process. According to Haffar, much of the work involves asking brands to clarify what emotions they want their sound to evoke. “What you’re really talking about is emotions,” he says. “It’s about asking questions to the brand about the feelings they want their audience to experience.”
Sometimes, this process can take up to six months, as Haffar carefully refines his compositions to match the brand’s identity. “Being memorable is not enough,” he adds. “The sound needs to convey freshness, energy, luxury, or whatever message the brand wants to communicate.”


The Voice of Dubai: A Familiar Sound
While Haffar is best known for his sonic branding work, he is also the voice behind some of Dubai’s most recognizable announcements, he has become a daily presence in the lives of commuters. His voice can also be heard at Dubai Airports, Dubai Opera, and during Expo 2020 Dubai, guiding visitors through the event with his signature warmth and professionalism.
In 2019, Haffar landed his first voice-over gig for Dubai Airports, a pivotal moment that helped boost his fledgling studio. “The business wasn’t doing well financially at the time, so instead of hiring outside voices, I would do it myself and not pay myself,” he recalls. “That money would go straight into developing the studio.” His entrepreneurial spirit and dedication to his craft helped him build the studio into what it is today.
A Natural Collaborator: The Making of Ahmad Haffar
Haffar’s journey to becoming a leading figure in the world of sonic branding was not an easy one. Born in the northern Lebanese city of Tripoli, he dropped out of high school at a young age but found his true passion in music. By his late teens, Haffar was already playing in the backing bands of prominent Lebanese artists like Melhem Zain and Nancy Ajram. His ability to create melodies that resonated with others became a hallmark of his early musical career.
As he matured, Haffar’s musical talents evolved, but he realized that successful sonic branding was not just about technical skill—it was about understanding the psychology of sound. “It feels weird to say this, but many campaigns fail because they hire musicians to compose jingles,” he says. “Sonic branding requires branding experts with musicality and raw talent. It’s a unique art form deserving of its own respect.”
On The Field Academy: Mentoring the Next Generation
Haffar’s passion for music and sound has led him to establish On The Field Academy in Dubai, where he offers intensive 18-week voice-over lessons. Through the academy, he mentors aspiring voice artists, sharing his wealth of experience and knowledge with the next generation of talent. For Haffar, the process of developing his vocal range was as much psychological as it was physical. “It’s about digging deep into your emotions and finding the most honest vocal representation for each brand,” he explains.
As a natural collaborator, Haffar’s work is deeply influenced by his ability to connect with others. His years of experience in the music industry have taught him the importance of collaboration and the power of working together to create something meaningful.
A Vision for the Future
Looking ahead, Haffar is focused on continuing to push the boundaries of sonic branding and voice artistry. As the industry evolves, so too does his approach to creating soundscapes that resonate with audiences. “Sonic branding is a constantly changing field,” he says. “But the goal remains the same: to create something that people remember and that speaks to them on a deep, emotional level.”
For Ahmad Haffar, the future is bright. With a diverse portfolio of work and a growing influence in the world of sonic branding, he is well on his way to becoming one of the most influential voices in the region.
In a city like Dubai, where innovation and creativity are key to success, Haffar’s work stands as a testament to the power of sound and its ability to connect with people in ways that words alone cannot. Through his jingles, voice-overs, and teaching, he is leaving a lasting impact on the cultural landscape of Dubai and beyond.
As Haffar continues to create, mentor, and innovate, his story serves as an inspiration to those who seek to carve out their own path in the world of sound and creativity. For him, success is not just about creating memorable jingles or landing high-profile voice-over gigs—it’s about using sound to evoke emotions, shape identities, and ultimately connect people in a meaningful way. Do follow him on Instagram.