A 'woman's place' is in restaurant kitchens, says Hulu's new documentary from KitchenAid
Vox Creative's film for the home cooking brand launches a mentorship program with the James Beard Foundation
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Many tasks traditionally considered “women’s work” are dominated by men in professional settings. Ballet dancers are women, but the most famous choreographers are men. Women do most of the caretaking and cooking at home, but doctors and chefs are predominantly men.
A documentary from KitchenAid examines the barriers and challenges facing women in professional kitchens, from daily harassment to concern that their hands are too small to handle equipment properly. Though 50 percent of culinary graduates are women, only 7 percent of executive chefs are.
Streaming on Hulu beginning today, "A Woman's Place” is directed by Rayka Zehtabchi, the Iranian American filmmaker best known for the Oscar-winning short “Period. End of Sentence.” Vox Creative, Digitas and PRETTYBIRD creative studio Ventureland collaborated on the new documentary, which follows three women: sous chef Marielle, butcher Etana Diaz and restaurateur Karyn Tomlinson.
Fabie grew up helping her parents run a food truck but wasn’t supported when she pursued cooking as a career. Diaz started out as a pastry chef and had to fight to be taken seriously as a butcher. And Tomlinson, who was directed to the front of the house on her first day on the job after graduating from Le Cordon Bleu, opened her first restaurant during the pandemic.
A mentorship program through the James Beard Foundation and presented by KitchenAid accompanies the launch of the film. "Over the last century, women, despite their incredible contributions, have struggled to make it in professional kitchens—held back by inequalities unfairly put upon them," said Rob Sundy, head of brand marketing & creative studios at Whirlpool Corporation, in a statement. "As a brand built by women and that stands for creating possibility in the kitchen, we can't stand for inequalities any longer. And now as restaurants fight to reopen after a terrible pandemic forced their doors shut, they need our support more than ever."
Credits
- Date
- Aug 24, 2020
- Client :
- KitchenAid
- Agency :
- Vox Creative
- Directed by :
- Rayka Zehtabchi
- Executive Produced by :
- Natasha Wellesley
- Produced by :
- Nick Boak
- Shot & Edited by :
- Sam Davis
- Music by :
- Giosuè Greco
- Animation by :
- Daniel Bruson
- SVP of Content :
- Armando Turco
- Head of Industry CPG :
- Kate Miller Spencer
- Head of Production :
- Tina Nguyen
- Executive Creative Director :
- Heather Pieske
- Creative Director :
- Laura Delarato
- Director of Creative Strategy :
- Zach Kazin
- Creative Strategist :
- Shantae Howell
- Senior Content Manager :
- Alex Andrial
- Senior Producer :
- Jess Barbosa
- Producer :
- Chloe Olman
- Editor :
- Patrick Ng
- Editor :
- Zhen Lin
- Senior Art Director :
- Brittany Falussy
- Head of Epic Digital :
- Kiana Moore
- Epic Digital Line Producer :
- Josh Levine
- Deputy Editor :
- Gina Mei
- Story Hunter :
- Emma Gross
- Story Hunter :
- Julia Black
- Executive Producer :
- Rob Sundy
- Senior Brand Manager :
- Megan Pirri
- Brand Communications Manager :
- Priyanka Rathore
- Executive Producer :
- Mark Book
- Chief Creative Officer :
- Atit Shah
- EVP Executive Creative Director :
- Michael Frease
- SVP Group Creative Director :
- Laura Keeler
- VP Creative Director :
- Armando Zuniga
- VP Creative Director :
- Lindsay Yellin
- VP Group Director :
- Stephanie Kelly
- Associate Director :
- Michelle Chan
- Associate Director :
- Beata Wolankiewicz
- Copywriter :
- Nina Muzik
- Art Director :
- Alex Courtney
- Account Manager :
- Vanessa Hobson
- Creative Strategist :
- Caroline James
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