More Than a Meal
Overview
Ramadan advertising often leans heavily on tradition. The challenge with this project was to show something more recognisable and contemporary without losing cultural authenticity.
Deliveroo wanted to show that the brand understands how people actually live during Ramadan. The small behaviours inside the home. The roles within a family. The quiet build up to Iftar that happens long before anyone sits at the table.
This film was designed as a story that unfolds across a single afternoon inside one family home.
Building the story around everyday Ramadan behaviour
Instead of structuring the film around locations or set pieces, we structured it around behaviours that feel instantly familiar during Ramadan.
A father returning from the mosque with his son.
Family members moving between the kitchen and the table in preparation.
Children helping in their own way.
A grandfather observing quietly from the living room.
Small sibling moments that feel completely unfiltered.
These everyday actions became the framework of the story and gave the film its authenticity.
Cultural accuracy over commercial staging
A key part of the production was ensuring the home felt lived in and culturally correct. How the table is laid out. How food is prepared. How family members move through the space.
Nothing in the frame feels like a set. It feels like a real Ramadan home because it was treated like one.
Treating food as part of the story
Food is central to Ramadan, so it was treated as part of the narrative rather than product beauty shots.
Close, textural preparation shots sit alongside intimate family moments. Overhead table frames show abundance and generosity without feeling styled.
Integrating Deliveroo naturally
The Deliveroo moment is deliberately understated. A sister places an order. A rider moves through the neighbourhood at sunset. A child answers the door. A small exchange happens that reflects the generosity of Ramadan.
The brand fits into the rhythm of the home rather than interrupting it.
Building towards Iftar
The pacing of the film mirrors the day itself. Quiet preparation gradually gives way to warmth and togetherness as the table fills and the family gathers.
Performance and camera approach
This film relied heavily on performances that felt unscripted. We directed around familiar behaviour rather than dialogue, allowing natural reactions to carry the emotion.
Camera movement was slow and considered. Longer lenses and warm practical lighting created intimacy inside the space.
Production approach
Shooting inside a real home required careful control of light, movement and blocking without losing the natural feel of the space. Lighting was designed to feel like practical household sources that slowly warmed as the day moved towards sunset.
Sony cinema cameras paired with fast lenses allowed us to work comfortably in softer light without over lighting the environment.
Result
The final film positions Deliveroo as a brand that understands Ramadan through behaviour, not messaging. It feels relatable, culturally aware and emotionally familiar.
For LP Films, this project shows how thoughtful storytelling and cinematic craft can turn a commercial brief into something that feels personal, human and memorable.