The First Day of AlmaU Creative Forum: Masterclasses by Experts in Film, Media, Artificial Intelligence, and Public Relations

On April 13, 2026 at the Almaty Creative venue, the AlmaU Creative Forum officially opened. This three-day forum brings together students, experts, and representatives of the creative industry. The forum is dedicated to the fifth anniversary of the Media and Film School of AlmaU.

“The forum was initially designed as a platform covering key areas of the creative industry: Workshop Day, Industry Day, and Science Day. We aimed to bring together students, young professionals, and everyone who is just beginning their journey in the creative field. For five years, the Media and Film School of AlmaU has consistently prioritized practice-oriented education and the creation of opportunities for students’ professional growth,” said the Dean of the Media and Film School of AlmaU, Anara Sekeyeva.

The first day, Workshop Day, was dedicated to hands-on learning, knowledge exchange, and discussions of current trends in media, public relations, and digital content. The program included a series of workshops and discussions featuring practicing industry professionals.

Under the topic “The Director and Rental: How Technical Thinking Shapes the Visual Style of a Film,” director and head of ANG Rental, Artem Gantsev, delivered a presentation.

During the session “From Idea to Frame: How to Create Professional Content with Any Equipment,” director, creator, and blogger Dimash Aubakirov, together with Tomas Toleukhan, deputy head of yume.rent and director of photography, shared their insights. The session was moderated by Botakoz Askarova, Director of the Media and Film School Lab.

“My main advice is to be able to defend your vision. Very often, clients do not possess the same level of visual literacy that a creator does. It is important to understand this and not be afraid to propose your own solutions. In the long run, it is precisely the executed work that will shape your style: new clients will come to you saying, ‘I want something like this.’ And that ultimately works in your favor,” said Dimash Aubakirov.

In a panel discussion dedicated to creative collaborations in public relations, moderated by Aidana Aitbay, Director of Communications and Promotion at the Media and Film School of AlmaU, Gaukhar Kerimova, Head of Public Relations and Environmental, Social, and Governance at Home Credit Bank, spoke about cooperation between production teams, brands, and communication specialists in implementing joint projects.

Particular attention was given to the promotion of film and media content. During a session on film marketing, digital producer Bakyt Tursynova examined key tools for developing a promotional strategy, including performance indicators, concept development, public relations, target audience, promotional lines, and timelines.

A block dedicated to creator development focused on current trends on the TikTok platform, including niche selection, audience engagement, and growth opportunities in 2026.

“There is still a lot of untapped space in the travel niche, as many creators tend to burn out and leave it quickly. At the same time, there is a stereotype that travel content requires large budgets. In reality, a journey begins the moment you step out of your home. This niche remains open, and new creators are constantly emerging in it,” said travel creator Asset Murzabayev.

“Videos can gain millions of views but fail to convert into followers. That is when I started breaking content into parts: the first showing the process, and the second revealing the result later. This format improved audience retention and significantly increased follower growth,” said artist and TikTok creator Assel Sabyrzhankyzy.

“I would recommend maintaining a balance between entertaining and meaningful content. People usually come to social media to relax, so it is important not to overwhelm them with overly complex topics. Series-based formats work particularly well, as they help retain attention and build audience habits,” shared TikTok creator Aisha Baidildayeva.

The final part of the program was a discussion on the role of artificial intelligence in film and media, addressing both the opportunities of AI use and the potential challenges for the professional community. The session featured media artist and neural designer at Prizma AI Studio, Riz Yessentayev, as well as serial entrepreneur specializing in AI-driven business transformation, Nick McFly.

“The production of video content using artificial intelligence has radically changed the economics of the industry. Today, creating a music video with AI costs around 400 dollars, whereas 15 years ago similar production would have been valued at hundreds of thousands of dollars. Excluding human resources, costs have decreased dramatically, making the technology accessible to a much broader range of creators,” said Nick McFly.

The first day of the AlmaU Creative Forum demonstrated strong interest in practical learning and актуal topics in the creative industries, bringing participants together around experience sharing and actionable insights.