Event Overview

Advanced Media and Astera successfully concluded their open house event, “Behind the Lighting with Astera,” on May 19, 2025, at the GreySea Virtual Production Studio, in partnership with TVTok Dubai. The event attracted a distinguished audience of gaffers, directors of photography, rental companies, and emerging talents in the film and photography sectors.

Interactive Set Exploration

Attendees had the chance to explore two dynamic production sets, each showcasing the seamless integration of Astera’s professional lighting systems with advanced wireless control solutions. Beyond the technical demonstrations, guests were treated to completed videos filmed and edited on-site in less than a day, providing an insightful glimpse into real-time production workflows.

Insights from Jesper Sorensen

Jesper Sorensen, Astera’s Product Specialist, presented the company’s groundbreaking success story and latest offerings for the filming industry, including the QuikSpots and LunaBulb. He noted the significant interest from guests in effectively utilizing all showcased solutions on set. With several events hosted by Astera Academy, he emphasized the unique format of this event, designed by Astera users for their peers.

Comments from Ahmed Abdelwahab

Reflecting on the event, Ahmed Abdelwahab, Head of the Digital Cinema Department at Advanced Media, stated: “This event is the result of two months of meticulous planning and collaboration with our partners. Our aim was to provide clients with a unique experience that not only enhances their understanding of Astera products but also allows them to see and interact with these products in a real set environment.”

“Our vision is to implement a workshop model that enables participants to experience the products firsthand, aligning with our core objective of driving demand creation.”

Long-Term Partnership with Astera

Since 2018, Advanced Media has been the exclusive representative of Astera film lighting products, the same year Astera entered the cinema market with the FP series, earning numerous awards worldwide for its first Titan Tube. Throughout this enduring partnership, they have cultivated strong relationships with UAE customers, providing efficient service and expert consulting at the AMT showroom.