It was Christmas Day 2016 when Leo Burnett agency, Nosh Food Films Amsterdam and I presented our vision for the new Al Osra commercial. For a few seconds there was silence at the other end of the line in Saudi Arabia. Then everyone started talking at once about how much they loved the pitch and we knew we’d got the gig. A few months later we were on a week long shoot using three different sets at The Film Studios Amsterdam. The result is a light, spacious film full of joy and celebration about everyone’s favourite ingredient: sugar!