The creative production house electriclime° recently hosted an enlightening discussion at its °W13 office located in Alserkal Avenue, Al Quoz. This gathering united the UAE’s filmmaking community to examine how artificial intelligence and generative AI are transforming the landscape of advertising and commercial filmmaking. Additionally, the event celebrated the official launch of the company’s new programming at its Dubai hub.

The evening attracted a vibrant mix of creatives, strategists, filmmakers, and media professionals from across the region, fostering a dynamic environment for discussion and networking. The panel was expertly moderated by electriclime°’s Omar Ibrahim and featured prominent industry figures: Tahaab Rais, Group Chief Strategy Officer and Film Director at Publicis Groupe; Serge Viranian, Partner and Managing Director at Mojo; and the esteemed film director Dmitry Zhukov.

Each panelist shared unique insights on the evolving influence of AI within the creative sectors. Tahaab Rais envisioned a future where technology amplifies human storytelling capabilities, dubbing the filmmakers of tomorrow as “superheroes.” Serge Viranian highlighted how AI can elevate the skills of seasoned professionals, while Dmitry Zhukov provided an inspiring perspective on individual empowerment, suggesting that creators are on the brink of becoming their own film studios.

The evening sparked meaningful conversations among attendees and underscored electriclime°’s dedication to nurturing community, innovation, and thought leadership within the global creative industry.

Don’t miss out! Electriclime° will host its next °W13 event on June 12, focusing on the crucial theme of sustainability in commercial production.