Sunday, February 18, 2018
You are here:

The Best Work You May Never See: Katie Dellamaggiore Directs "Sama's Lunchbox" For Whirlpool Canada, Zulu Alpha Kilo

By

Robert Goldrich
Tuesday, Sep. 19, 2017

1465 views

Log in or register now!

Immigrating to Canada in 2014 when she was six years old, Sama Al-Salihi initially found lunchtime daunting. While she preferred eating traditional foods from her mother’s native home Syria, she also noticed how different it looked from her classmates’ meals. 
 
As part of its "Every Day, Care" campaign, Whirlpool Canada followed Sama as she shared her favorite Syrian foods like Uzee, Fatayer, and Grape Leaves with her classmates for the first time. To show their appreciation, the kids worked with Toronto based illustrator/cartoonist Wes Tyrell to create a custom one-of-a-kind lunchbox featuring Sama as a superhero.
 
Sama’s story speaks to findings from a recent Whirlpool Canada survey. The results found that 70 per cent of Canadians agree giving children an opportunity to try dishes from different cultures is a good way to encourage mutual understanding and respect.

This centerpiece film was directed by documentarian Katie Dellamaggiore via production house zulubot for Toronto agency Zulu Alpha Kilo.
 
“At Whirlpool, we believe it’s the little things that make the world of difference,” said Michelle Domet of Whirlpool Canada. “School lunches are something we do day-in and day-out and Sama’s experience shows how it’s not just nutrients and fuel for the day that lunch provides, but emotional comfort as well. It’s amazing to see how open children can be and how food can bring people together.” 

Credits

Client Whirlpool Canada Agency Zulu Alpha Kilo Zak Mroueh, chief creative officer; Allen Oke, executive creative director; Jamie Mageau, Guilherme Bermejo, art directors; Kaidy Wong, Nick Doerr, writers; Pam Portsmouth, producer. Media Agency Cossette Media Production zulubot Katie Dellamaggiore, director; Marc Milliard, Kevin Corvetti, Jackie Pal, producers; Brett Van Dyke, DP. Casting The Casting Group, The Brunch Store Postproduction zulubot Rod Christie, editor, compositor/online. Telecine Red Lab Jason Zukowski, colorist. Audio Post/Music Berkeley Inc. Jared Kuemper, audio director, producer/engineer.

Genre: 
Style: 
Category of ScreenWork: 
Media Type: 

560x349

<iframe width="560" height="349" src="https://shootonline.com/embed/73289/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://shootonline.com/embed/73289/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://shootonline.com/embed/73289/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://shootonline.com/embed/73289/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Saturday, Feb. 17, 2018

The Weinstein Co. thought it had found a path to survival. A group of...

Saturday, Feb. 17, 2018

Friday's election-interference indictment brought by Robert Mueller, the U...

Friday, Feb. 16, 2018

A gold medal used to be the golden ticket for lucrative endorsements —...

Friday, Feb. 16, 2018

Zoic Studios teamed with BODEGA to demonstrate how Under Armour has helped...

Friday, Feb. 16, 2018

Mexico City-based production company KIDS has added Antonio Riestra, ASC...

Friday, Feb. 16, 2018

Cinematographers Daniel Bombell , Matt Egan , Michael Lockridge , Peter...

Recent SPW Releases

Friday, Feb. 16, 2018

The Motion Picture Sound Editors (MPSE) today announces presenters for the...

Thursday, Feb. 15, 2018

For the first time, the annual Make-Up Artists & Hair Stylists Guild (...

Thursday, Feb. 15, 2018

The One Club for Creativity, global peace organization PartnersGlobal and...

Wednesday, Feb. 14, 2018

Dalet, a leading provider of solutions and services for broadcasters and...

Wednesday, Feb. 14, 2018

Rodeo FX was recognized with a win last night at the Visual Effects...

Top