Harnessing Soft Power

In an increasingly interconnected world, soft power has become a decisive force, particularly through storytelling. Narratives rooted in local experience yet capable of crossing cultural and geographic boundaries play a critical role in shaping understanding, empathy, and dialogue. Images and stories do more than inform, they influence perception, inspire action, and contribute to meaningful change. This session examines how visual media, when supported by the right infrastructure and institutional backing, can nurture artistic expression and amplify voices on a global stage.

The discussion brings together Glenn Gainor, a seasoned studio executive, producer, and CEO of Hollywood Ventures Group, whose career has focused on using narrative as a tool for cultural exchange and connection. He is joined by Odessa Rae, an Oscar winning producer whose work draws on global events to create stories that challenge audiences to view the world through new perspectives. Completing the panel is Ayten Mirzoyeva of Vasconi Architects, whose architectural practice explores how physical space shapes experience and storytelling. Together, they offer a multidisciplinary view on how stories are created, supported, and experienced across media and environments.

What you will take away:
• Insight into how storytelling functions as a form of soft power in a global context
• An understanding of how film, architecture, and visual media intersect to shape cultural narratives
• Practical perspectives on the role of infrastructure and support systems in enabling impactful storytelling

Who this is for:
• Filmmakers, photographers, and visual storytellers working with socially or culturally driven narratives
• Curators, producers, and cultural practitioners interested in cross cultural exchange
• Students and professionals exploring the relationship between storytelling, space, and influence