DUBAI, UAE – International production company electriclime° marked the official opening of its new °W13 office in Alserkal Avenue, Al Quoz, with a compelling panel discussion on the transformative potential of Artificial Intelligence (AI) and Generative AI (GenAI) in advertising and commercial filmmaking.
The launch event served as both a celebration of the newly established creative space and a timely platform for meaningful dialogue on the evolving landscape of creative production. Attended by a diverse mix of filmmakers, strategists, creatives and media professionals from the UAE and beyond, the evening reflected electriclime°’s continued commitment to shaping conversations that define the future of the industry.
The panel of three experts was moderated by electriclime°’s Omar Ibrahim and included Tahaab Rais, Group Chief Strategy Officer & Film Director at Publicis Groupe, Serge Viranian, Partner & Managing Director at Mojo, and Dmitry Zhukov, acclaimed film director.
Each panelist offered unique insights into how emerging technologies are influencing their respective domains. Rais, known for his strategic foresight and creative leadership, remarked, “We are all going to be superhero filmmakers,” highlighting the democratizing potential of AI for creatives.
Viranian provided a pragmatic perspective on operational efficiencies, stating, “If you’re good at doing something, AI will make you much, much better,” emphasizing the role of AI in enhancing, rather than replacing, human capabilities.
Zhukov, meanwhile, offered an optimistic view of the future of filmmaking, asserting, “We are all going to become our own film studio,” underscoring the empowering nature of AI in enabling independent creative production.
The next event at °W13 will be held on June 12th, with the theme focused on Sustainability in Commercial Production.
To see more from electriclime°, visit electriclime.film.
