The female-led initiative marked its UAE launch with panel discussions and hands-on workshops focused on visual storytelling
Dubai, United Arab Emirates, 27 January 2026: Sony Middle East and Africa concluded the first edition of Sony Alpha Femme in the UAE, a female-led creative initiative designed to support and connect women working across photography, videography, cinematography, and content creation. Marking its debut, the inaugural Alpha Femme workshop was held on 25 January at Garage Studio, bringing together emerging and established female creators for a day of immersive, hands-on learning. The session offered participants practical guidance, direct engagement with industry professionals, and an editing session to explore Sony’s digital imaging tools in a collaborative, creative setting.
The initiative was officially launched with an exclusive event held on Saturday, January 17 at Blue Doors by Delano, Bluewaters Island, bringing together a community of creators for an evening of industry dialogue and exchange. The panel discussion, titled “Crafting Stories Through the Lens (From Passion to Purpose),” featured Amani AlShaali, Tahlia Govender, Fatima AlMattar, and Rosenda Casaje and was hosted by Emma Brain. The conversation explored how female creators are shaping visual storytelling across platforms while addressing the practical realities of building sustainable creative careers.
Building on these themes, the event also featured a fine art photography workshop led by Sony’s Digital Imaging Ambassador Amani AlShaali – a renowned Emirati conceptual and portrait photographer. The session introduced participants to a concept-driven approach to fine art photography, beginning with a theory-led discussion on intention, visual language, and translating ideas into images. The workshop concluded with an editing walkthrough, offering insight into a fine art–focused workflow that supports mood, cohesion, and narrative in the final image. This was followed by a live demonstration shoot, and an immersive hands-on session where attendees explored multiple creative concepts, working in small groups to bring each idea to life through photographing the model.
Through Sony’s digital imaging ecosystem, the discussions and workshops highlighted how access to the right tools, technology, and industry insight can support creators in developing their craft both creatively and commercially.
Speaking about the initiative, Jobin Joejoe, Managing Director, Sony Middle East and Africa, said, “The strong engagement and response to the Alpha Femme launch in the UAE reaffirm the importance of hands-on, learning-led platforms for creators in the region. By combining in-depth discussions with practical workshops, the initiative enabled participants to actively develop their craft, refine their visual language, and gain real-world experience in a collaborative setting. Alpha Femme reflects our long-term commitment to supporting the creator community in the Middle East by providing access to technology, knowledge, and platforms that enable creative growth.”
Following the success of Alpha Femme across its previous editions held across Kuwait, South Africa, Egypt, Kazakhstan, and now the UAE, Sony plans to continue strengthening the initiative both locally and regionally, with the next edition scheduled to take place in the Kingdom of Saudi Arabia. The initiative will continue to host monthly workshops, creating ongoing opportunities for creators to learn, connect, and develop their skills across the Middle East and Africa.
Creators interested in participating in upcoming Alpha Femme events and workshops can stay informed by registering on Alpha Universe, Sony’s platform designed to educate, inspire, and connect the creator community.
About Sony Middle East and Africa:
Sony Middle East and Africa FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, Mobile Electronics (Car Audio), broadcasting and professional products and Computer Entertainment (PlayStation) products in more than 40 countries in the region.
Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Middle East and Africa leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners. 353 accredited third-party service centers reinforce Sony’s presence in key markets in the region.
