LAHORE: (Thursday, October 23, 2025): Punjab University College of Art & Design’s Department of Graphic Design organized a seminar on “Sonic Narratives: Sound Design and Scoring for Film & Digital Media” at Allama Iqbal campus (old campus). On this occasion, Chairman Department of Graphic Design Prof Dr Bilal Ahmad, UK-based music producer and sound designer Rohail Javed, faculty members, artists, and a large number of students from National College of Arts and Government College of Home Economics, Lahore were also present. Rohail Javed, known for his creative work in the fields of film, advertising, music and digital sound design, discussed modern trends and challenges in sound design for film and digital media. He provided an in-depth explanation of the six layers of sound design, illustrating his talk with examples from advertising campaigns that drew their creative energy from carefully crafted soundscapes. He emphasized that a well-designed sound not only enhances emotion but also ensures the success of any media campaign. In his address, Dr Bilal Ahmad said that the event was part of a continuing series aimed at building stronger connections between industry and academia. He appreciated the initiative and highlighted how such sessions help prepare students for professional creative practice. He also lauded the efforts of seminar organizer Dr Syeda Arooj Zehra Rizvi, a faculty member of the department of Graphic Design. Dr Rizvi remarked that the talk initiated an important discourse and inspired new lines of inquiry in the field of visual communication and sound studies. She said that participants showed great enthusiasm in exploring how sound deepens narrative impact and emotional resonance in design-based storytelling