Thursday, March 22, 2018
You are here:

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


Robert Goldrich
Tuesday, Sep. 19, 2017


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.” 


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.

Category of ScreenWork: 
Media Type: 


<iframe width="560" height="349" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Thursday, Mar. 22, 2018

The Tribeca Film Festival will debut highly anticipated TV shows and...

Wednesday, Mar. 21, 2018

Breaking five days of silence, Facebook CEO Mark Zuckerberg apologized for...

Wednesday, Mar. 21, 2018

The National Academy of Television Arts & Sciences (NATAS) announced...

Wednesday, Mar. 21, 2018

Steven Soderbergh, who briefly retired from Hollywood after lamenting its...

Wednesday, Mar. 21, 2018

At the end of the monsters-versus-robots flick "Pacific Rim," a breach at...

Wednesday, Mar. 21, 2018

There is an out-of-body melancholy that sets in about three quarters of...

Recent SPW Releases

Wednesday, Mar. 21, 2018

WASHINGTON, D.C.-- Neal Mohan, chief product officer for YouTube, will...

Wednesday, Mar. 21, 2018

Film Independent, the non-profit arts organization that produces the...

Wednesday, Mar. 21, 2018

House Energy and Commerce Committee Chairman Greg Walden (R-OR) will...

Wednesday, Mar. 21, 2018

Stephen Arnold Music , the World Leader in Sonic Branding, are engaging...

Wednesday, Mar. 21, 2018

How does an indie music video stand out in today’s content crazed media...

Tuesday, Mar. 20, 2018

Honorees for the 5th Annual Location Managers Guild International Awards (...