As the UAE marks 2026 as the Year of the Family, the Creative Media Authority (CMA) has launched ‘Family in Frame’, a year-long initiative reinforcing the role of family in sustaining the UAE’s creative media ecosystem.
Launched in collaboration with Majalis Abu Dhabi, the initiative recognises that behind every successful creative professional stands a strong support system, at home and in the office.
Delivered under CMA’s broader Creative Community Projects framework, ‘Family in Frame’ is built on several points that collectively reflect intergenerational continuity, sustainable creative careers and cultural preservations through storytelling.
“‘Family in Frame’ is a celebration of the talent that drives Abu Dhabi’s creative media ecosystem and the support systems that allow it to thrive,” said Aysha Al Jneibi, Director of Talent Management at the Creative Media Authority.
She explains that the initiative is a reflection of how intentional the CMA is about recognising Abu Dhabi’s creative media talent.
“This initiative recognises and spotlights the individuals shaping our industry, while acknowledging the families, mentors and communities that stand behind them,” she said. “When institutional backing and personal support systems align, talent flourishes and the entire ecosystem becomes more resilient and connected.”
Introducing the ‘Family in Frame’ Award
At the centre of the initiative, the ‘Family in Frame Award’ invites families across the UAE to capture authentic moments reflecting shared values, connection and everyday life.
Selected works will receive a cash prize and be showcased during Eid Al Etihad 2026 as part of a curated exhibition featuring creative outputs developed through the initiative. Beyond recognition, the award serves as a platform for discovering emerging talent and encouraging broader participation in the creative media sector. It ensures that storytelling traditions and professional pathways continue to evolve across generations.
“A strong creative ecosystem functions much like a family, built on connection, shared responsibility and long-term commitment,” said Khalid Khoury, Director of Industry Development at the Creative Media Authority.
The initiative’s overall objective is to reflect how industry enablement, business support and regulatory clarity can work together to give creative media enterprises the stability and confidence to grow.
“By strengthening collaboration between talent, businesses and partners, we are reinforcing a connected sector where opportunity is sustained, knowledge is shared and the creative industries continue to play a meaningful role in Abu Dhabi’s economic diversification.”
Furthermore, Salwa Al Hadhrami, Head of Creative Content and Creative Community Projects at the Creative Media Authority, explained how ‘Family in Frame’ reflects the strength and solidarity of one community as one family.
“Just as families use a frame to capture meaningful moments and preserve their stories, this initiative invites our creative community to document and celebrate the connections that shape who we are,” she said. “Through storytelling, participation and shared expression, we are ensuring that personal memories, cultural values and creative ambition continue to connect generations.”
Extended anchor points
As such, the initiative’s second anchor point will take place during Ramadan with a special Iftar. The gathering will bring together creative media businesses, freelancers and partners across the ecosystem, reinforcing the Authority’s role in fostering a unified professional community built on shared values and mutual support as a moment of reflection and unification is taken during the Holy Month.
Finally, the third component introduces a curated video series spotlighting creative media professionals and the families behind their career journeys. By sharing personal narratives from siblings, parents, children and extended family members, the series highlights the support systems that enable creative achievement. Showcasing these stories aim to underscore how structured career pathways and industry enablement contribute to long-term opportunities.
Through “Family in Frame”, CMA reaffirms its role in supporting talent development, cultural preservation and long-term sector growth in Abu Dhabi. To keep track on “Family in Frame”, follow the latest updated on CMA’s social channels including Instagram and LinkedIn.
