The Government of Dubai Media Office (GDMO) yesterday launched the Media Innovation Lab with a specialised workshop on the production of extreme sports films.

The Media Innovation Lab is a quarterly event that aims to promote a culture of innovation and creativity in media. The initiative seeks to share knowledge on media-related innovation among corporate communication and media professionals and media students. It is also in line with the UAE leadership's directives to promote innovation in all sectors.

Joel Schaeffer from XDubai presented an overview of production techniques of extreme sports films. Media students from various UAE universities attended the workshop that was held at the Government of Dubai Media Office.

Senior Manager of Strategic Communication at GDMO Noora Al Mansoori said, "Innovation and creativity are an integral part of the activities of the Government of Dubai Media Office. We are keen to engage with professionals from the fields of corporate communication, media and academia in our Media Innovation Lab. The initiative responds to the leadership's call to promote innovation among media professionals. The Media Innovation Lab will feature quarterly events that will bring experts from various media disciplines to share their knowledge and experiences with the UAE media community and media students."

During the workshop, Schaeffer talked about the production of the ‘Jetman' movie. He said the movie promotes Dubai as the land of dreams and showcases the enormous development of the emirate over the past few years. He said the originality and creativity of the production team helped in creating an outstanding film that attracted millions of views and likes on social media. Schaeffer said that innovation and creativity are essential for movie production and Dubai offers extraordinary opportunities for making creative films.

The initial series of Media Innovation Lab events feature workshops by Michael Wu, Chief Scientist at Lithium Technologies; Joyce Baz, Regional Communications Manager for Google in the Middle East; apart from Joel Schaeffer.

Source: WAM