How Zabiha Halal Fought Back Against Islamophobia with a Strikingly Authentic Film

Never underestimate storytelling. It’s an art which has the power to move us, question our beliefs, and, ultimately, change the world. 

The more authentic the story, the more impact it’s likely to make. For the past five years, that’s been the thinking behind Zabiha Halal’s consistently powerful ‘Sharing Halal’ campaign, which has set out to shine a light on the stories of real Muslims living in Canada - and fight back against the darkness of prejudice and ignorance. 

Earlier this month, the campaign’s latest instalment broadened the conversation out to non-Muslim Canadian folk. Invited to reflect on how they first came to connect with a Muslim friend, colleague, or partner, the film offers an honest and uplifting insight into the lives of Muslims in modern Canada. Alfredo Films director Adeel Shamsi was behind the lens for the project, and was tasked with eliciting the true stories of love, friendship, and allyship which form the heart of this campaign. 

To find out more, LBB sat down with Adeel alongside Barbershop’s David Findlay, as well as a spokesperson from the Toronto-based agency Riddoch Communications… 

LBB> Hello, all - what were your initial visions when you came aboard this project, and to what extent do they align with the finished film?

Findlay> Fortunately, I had the privilege of being part of the Zabiha Halal 'Dear Canada' campaign last year, so this project was a great opportunity to collaborate again with Adeel and the team at Riddoch Communications.

This time, our focus shifted from sharing individual stories of Canadian Muslims to highlighting candid, one-on-one conversations with allies. It felt like a great way to expand the reach of the original message while hearing additional perspectives. 

Adeel did an amazing job connecting with the participants and guiding them through some tough conversations, and from there I think we successfully crafted a piece that goes further in challenging us towards a more united society.

Adeel> My initial vision for this project was to have it be a step forward from what we created last year. It was important for me to avoid simply remaking what had already been done. I’d like to think the finished film certainly aligns with that. Instead of just our "heroes" addressing the audience, we wanted to give our viewers the experience of being a fly on the wall this time around, witnessing unfiltered and intimate conversations between the pairs. It's that level of immersion and authenticity that I believe adds a whole new dimension to the campaign.

RC> This is our fifth instalment of the Sharing Halal campaign for Zabiha Halal. This year, we sought to take the conversation one step further. Now that we know what the problem is, how can we take action to solve it? This year’s campaign digs deeper to address the “how”, inviting non-Muslim allies of the Muslim community to take the stage with their Muslim friends to share how they’re taking action to put an end to anti-Muslim hate. The result exceeded our expectations. In sharing their stories, our talent set an example for others to take action. 

LBB> The conversations we see on-screen come across as perfectly authentic. How much of a challenge is it to keep that sense of natural flow when editing footage like this? 

Adeel> The key to this was being thoroughly involved in the casting process. In some projects the casting process can be as simple as looking for a professional actor to nail the delivery on certain scripted lines. For this project however the audition process is where the stories, the very substance of the film, would be uncovered. The process consisted of me sitting down one on one and having conversations with each applicant in hopes to uncover these stories and relationships that would naturally bring light to the topic. A great benefit of a process like this is that I also got to build a rapport with each of the cast members and therefore once the cameras were rolling they felt safe and confident enough to discuss the deeper truths as opposed to staying outside on the surface level. 

A filming technique we also used to assist their performances was to place the cameras further away and shoot with zoom lenses. A film production can be quite an intimidating environment for non-professional actors as it has many moving parts with big pieces of gear, as well as a large crew. This space we provided by placing the cameras further away allowed the cast members to dissociate a bit from all the bells and whistles of the entire production and stay grounded in their conversations. As if it was just them and their friend in the room.

Findlay> Adeel was incredible at making our participants feel comfortable on-set, which inspired raw exchanges and moments of self-reflection. This provided a real wealth of footage to review and select from, allowing us to unify these viewpoints more seamlessly without the feeling of being forced or prescribed. This conversational tone also opens up an otherwise intimate discussion to the viewers, providing an invitation for more direct engagement. 

LBB> Adeel, I understand that you brought your personal experience of being raised in a Pakistani Muslim household in Toronto to this project. Can you tell us how those insights helped contribute to the authenticity which shines through this film?

Adeel> Growing up, we didn't talk much about or get educated on the topic of Islamophobia in our household. Our thinking was to just keep to ourselves and brush off any negativity towards us so that we wouldn't bring on more unwanted attention. 

My goal for this project was to hopefully change that pattern, and embrace the approach of educating on this topic because I believe that ignorance is the real culprit. If we all just talk to one another, and share our stories, we're likely to find out we're more similar than we thought. I hope that gives the next generation more confidence in having a voice.

LBB> What do you think makes Zabiha Halal the right brand and platform on which to tell these stories?

RC> It’s always a pleasure to work with Zabiha Halal, a brand that seeks to empower and celebrate the Muslim Canadian community. As a brand that was developed in collaboration with the Canadian Muslim community over 30 years ago, Zabiha Halal helps give voice to the community they are a part of. We couldn’t imagine a better brand to share these stories. 

LBB> What was the most challenging aspect of putting this film together, and how did you overcome it? 

Adeel> I anticipated the most difficult part of this project would be working with non-actors and the unpredictable nature of the process. It's a world of uncertainty, where preparation only goes so far. On the day of filming, my job as a director boils down to reacting to my instincts while creating a comfortable environment for the cast to speak their truths. 

With that being said, as is often the case, the most challenging aspect turned out to be the most enjoyable and rewarding. Witnessing these individuals transform from being shy in our very first meeting during casting to confidently owning their presence on screen was a truly beautiful and unforgettable experience for me.

RC> Similarly, Our biggest challenge was in casting. We wanted to tell powerful stories that would reach a wide audience - but our issue was an abundance of riches. In casting, we discovered that so many people in the Muslim community had a non-Muslim ally – a friend, a colleague, a neighbour – that wanted to speak up to end anti-Muslim hate. Our challenge was choosing only four pairs out of hundreds of entries. In the end, we’re so pleased with the fantastic people that ended up in our campaign. We hope everyone enjoys hearing their stories as much as we enjoyed sharing them.

LBB> And finally, how have you been finding the reaction to the campaign so far? Has any of it surprised you? 

Findlay> It’s great seeing positive reactions and support online, which really gives hope for more progress and healing ahead. Negative comments will still pop up though, from people with deeply embedded hatred, so it’s disheartening but also highlights the urgent need to continually reinforce our commitment to support our Muslim friends and neighbours and help share their stories.

Adeel> I'm happy with the initial feedback this campaign has received. We always set out to make something that can create a positive ripple, so to feel accomplished in that sense has been very satisfying.