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Speaker
Sara Al Refai
Managing Director, Edraak Media
Sara Al Refai is the Managing Director of Edraak Media and a content creator specializing in architecture, design, and visual storytelling in the Arab world. With over a decade of experience in digital media and creative production, she has led content campaigns and documentary-style projects across the Gulf and Levant, partnering with leading brands, cultural institutions, and architects to showcase regional creativity through film, photography, and social media.
Under her leadership, Edraak Media has become one of the Arab region’s most recognized creative studios, known for producing visually distinctive, story-driven content that blends cultural depth with contemporary design.
At BRIDGE Summit, Sara will share how she builds narratives that turn Arab design and architecture into global cultural exports, and how regional media companies like Edraak are shaping a new creative economy through storytelling, collaboration, and digital craftsmanship.
UAE
Creator Economy
Sara Al Refaiat BRIDGE
- Media Panel 8 December 1:30 - 1:50PM
Winning Back Gen Z One Swipe at a Time
Traditional media is losing ground with younger audiences who value authenticity and personal connection. A 2025 Statista report shows that 33% of Gen Z and Millennials trust influencer recommendations, more than double the 15% who trust traditional outlets like newspapers and TV. In an influencer-led era, how can legacy media evolve its formats, partnerships, and narratives to stay relevant and rebuild trust?
Academy Stage
What They Say About BRIDGE
“A landmark gathering that will unite media professionals, policymakers, cultural creators, and global influencers.”
“A gateway for knowledge exchange.”
“A game‑changer for the global media industry”
“We are proud to take part in the inaugural edition of BRIDGE Summit”
“We're excited to partner with BRIDGE to create meaningful opportunities for creators and innovators”
