In April, the United Arab Emirates launched the Soft Power Council to enhance the country’s image regionally and globally. The UAE was suited to take up such a challenge, as it has one of the fastest growing media zones in the region – twofour54. Among twofour54’s initiatives is creative lab. This lab offers opportunities for growth and exploration for any individual, regardless of nationality, in film, television, publishing, music, gaming, animation, or illustration. Additionally, creative lab offers year-round workshops in photography, videography, and other creative disciplines, while providing community members access to audio and video post-production equipment.