The Industry Talks: Sound Design — Craft, Process & Industry

Sound is not just a layer added at the end. It plays a fundamental role in how stories are experienced, shaping emotion, rhythm, and meaning across film and advertising. Still, its place within the creative process is often misunderstood.

In this session of The Industry Talks, sound designer and producer perspectives come together to explore how audio operates within the industry today, from early creative ideas through to final delivery.

Sofia Ara Simeonova and Marco Baay each bring a distinct yet complementary point of view.

Marco Baay, a graduate of the Netherlands Film Academy, has built a long-standing career in sound design across both advertising and film. From founding his own studio to leading audio departments and collaborating with international brands like Nike, H&M, Corona, and G-Star, his work reflects a strong balance between creativity and technical precision.

For almost a decade, he worked at Ambassadors on a wide range of international projects, and most recently, he launched a new Amsterdam office for TFA, including a state-of-the-art Dolby Atmos studio, strengthening connections with both international clients and leading Dutch agencies.

Sofia, an SAE alumna, began her journey in music production before moving into sound design, working with global brands such as Adidas, Coca-Cola, and Nikon. Having transitioned from student to professional, she brings a valuable perspective on entering the industry and navigating its early stages. Today, she works in production, connecting clients, agencies, and studios, and translating creative ideas into clear and executable outcomes.

Together, they will share insights into how sound design shapes storytelling, how audio is positioned in relation to image and client expectations, and how the industry functions in practice. The conversation will also touch on workflows, collaboration, and what it takes to build a career in sound today.

This masterclass is designed for anyone interested in gaining a clearer, more realistic understanding of sound within the wider creative industry.

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Host or Publisher SAE Institute Amsterdam