The collaboration featured an AI-led activation honouring celebrity Yousra’s five-decade career, illustrating how technology is shaping new creative experiences.
In a collaboration uniting technology and creative storytelling, BRIDGE and Instagram have joined forces at the El Gouna Film Festival 2025 in Egypt to unveil an AI-powered activation celebrating five decades of cinematic excellence by Egyptian icon Yousra.
Developed using Meta AI, the immersive experience invited visitors to embark on an interactive journey through Yousra’s 50-year career, reimagined through data, digital storytelling and intelligent design. The initiative reflects the shared vision of BRIDGE and Meta to explore the evolving relationship between creativity and technology, highlighting how innovation can preserve cultural heritage while inspiring new forms of artistic expression.
The collaboration marks one of several key engagements by BRIDGE as it expands its presence within the global media and creative economy, ahead of the BRIDGE Summit 2025 — set to be the major debut event for media, content and entertainment, taking place from December 8–10 at the ADNEC Centre Abu Dhabi.
The Instagram x BRIDGE experience at El Gouna demonstrated how AI can amplify emotion, preserve legacy and create immersive experiences that transcend geography. By blending the artistry of the past with the technology of the future, the installation offered a glimpse into how storytelling will evolve in the digital age.
H.E. Dr Jamal Al Kaabi, Vice Chairperson of BRIDGE, said: “This collaboration captures the essence of BRIDGE — innovation, intelligence, and the creative power of storytelling. Together with Instagram, we turned a cinematic milestone into a technology-driven experience that engages audiences far beyond physical borders. Creativity today thrives at the intersection of art and data, entertainment and connectivity, and this partnership is living proof of that.”
“At BRIDGE, we aim to empower global voices through collaborations that challenge convention and expand human imagination. What took place in El Gouna is more than a celebration; it is a statement about how partnerships between creative minds and technology leaders can transform entertainment moments into global experiences. It reflects our belief that the future of communication is interactive, intelligent, and deeply human.”
Mohamed Omar, Strategic Partner Manager, Established Talents – Middle East and North Africa, Global Partnerships, Meta Platforms, Inc, added: “Through the ‘50 Years of Yousra’ initiative, Instagram celebrates a journey that embodies the essence of Egyptian and Arab creativity. For half a century, Yousra’s voice and performances have been milestones in the memory of generations; sincere, profound, and deeply connected to society’s aspirations. This tribute reflects our belief in the power of art to unite and inspire, just as Yousra has always done for her fans across the Arab world and beyond.”
Commenting on the exhibition, the Egyptian superstar Yousra said: “Walking through the exhibition was like reliving my life all over again. Every corner held a memory, a story, or a face that shaped who I am today. It was emotional to see fifty years of work and love brought together in one space, not only for me, but for everyone who has been part of this journey. To share that with the audience in El Gouna, and now with the world through Instagram and BRIDGE, is a gift I will treasure forever.”
Running from October 17 to 24, The Yousra Exhibition combined AI, visual archives and interactive storytelling, allowing visitors to engage with key moments from the actress’s five-decade career. The installation showcased how innovation can breathe new life into cinematic history, connecting legacy with the next generation of digital audiences.
The initiative also follows the recently announced BRIDGE × Meta global partnership, which will see Meta play a central role in the upcoming BRIDGE Summit 2025. Through collaborations like these, BRIDGE continues to strengthen its role as a global convening platform that connects the worlds of entertainment, technology and media — driving creative exchange, economic growth and innovation across borders.
