Did Zulu Alpha Kilo Founder Zak Mroueh Destroy a Masterpiece?

Toronto Shop's Founder Finds a Different Way to Encapsulate Seven Years of Hard Work

By Alexandra Jardine. Published on Jan 21, 2016

Editor's Pick

When Toronto agency Zulu Alpha Kilo opened its doors in 2008, a blank white canvas was put on display in the agency's lobby. Over the past seven years, staffers and visitors alike have been encouraged to contribute to this communal canvas, and all their efforts were captured on a stop-motion camera.

The resulting footage is a mini-documentary that shows the development of the collective art piece -- a gorgeous, vibrant work-- until it's almost complete. But then Zak Mroueh, Zulu's Founder and Chief Creative Officer, comes along -- and goes over the lot in white paint.

So why did he spoil all the fun? The idea is that although the official art is gone, it now lives on as the film. The Zulu lobby now features a pure white canvas again, but with the stop-motion video projected onto the canvas.

The video may make art lovers cry, and even Mr. Mroueh had (slight) reservations about his deed. "I'm such a bastard," he said. "Everyone hates me for doing it. [But I] figure we tell clients to do things that make them uncomfortable, so I had to do it."

And even he's shedding a few tears: The "part that makes me cry is my kids are all grown up. The camera captured the comings and goings in our reception since 2008. Paul Lavoie my old partner from Taxi days can be seen near the end of the painting. Janet [Kestin] and Nancy [Vonk] of Dove 'Evolution' fame are in there, plus past Zuligans and industry friends. There are Audi and Corona logos painted on as the agency grew and won new business. I've been editing this over the past seven years, year by year. That's why there are four editors credited. It's been a labor of love. About five years ago I knew how the painting would end. As Zulu enters this new phase of growth in its evolution, I felt it was time to close out the first chapter ... It's a reminder of where we've been but also where we're going."

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Jan 21, 2016
Zulu Alpha Kilo
Zulu Alpha Kilo
Creative Director/Art Director:
Zak Mroueh
Creative Director/Copywriter:
Zak Mroueh
Agency Producer:
Ola Stodulska
Laura Robinson
Sherry Dubeau
Omar Morson
Production House:
Zak Mroueh
Post Production:
Editorial Company:
Mike Headford
Jay Baker
Richard Thirumaran
Adam Brandejs

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.