Chapman University graduate Saqib Siddik has dirty dishes to thank for his success.

When his wife of one year, 26-year-old Julie Tam, asked him why the dishes weren’t clean, Siddik began to space out. It wasn’t until Tam said, “You never listen to me,” that he snapped out of his reverie.

Tam’s comment became Siddik’s inspiration for a YouTube commercial contest in March 2008.

Siddik created a 30-second spoof of the Tide to Go Stain Remover Pen commercial that aired at the Super Bowl XLII, about a boyfriend who never listens to his girlfriend. His commercial premiered on national television on Wednesday, Sept. 10, and has aired on ABC, VH1 and NBC. Although Siddik did not win the contest, Tide representatives wanted to show his commercial.

“A wave of excitement went through my body when the commercial aired,” said Siddik. “I had a big goofy grin on my face.”

While the cost of creating a 30-second commercial can reach up to $400,000 or more, Siddik was able to produce his commercial for under $100. Since Siddik was a graduate film student at Chapman, he already had the video editing program Avid Xpress Pro to use for his commercial. To film, Siddik used a video camera that he received as a wedding gift last October. The only items that Siddik had to buy were work lights, which cost $60, and snacks for his actors.

“I could do this commercial without having to put a lot of money into it. That was the big thing,” said Siddik.

Siddik’s inspiration to become a film producer began when he was an undergraduate student at Rice University in Houston, Texas. During his freshman and sophomore years, Siddik and his friends created a 45-minute “Star Wars” film. This hooked Siddik on the idea of making films and entertaining people, he said.

“Saqib really tried to make [the movie] as ‘Hollywood’ as possible, but without the budget,” said Tam.

After graduating from Rice in 2004, Siddik attended graduate school at Chapman as a film student. His favorite classes, Production Workshop 1 and a cinematography lab, were both taught by his mentor, David Kost, assistant professor at the Dodge College of Film and Media Arts.

“Kost’s ideas about telling stories visually that are audience-friendly really spoke to me,” said Siddik. “That’s exactly what I wanted to do.”

Kost knew Siddik for his creation of serious dramas while at Chapman. He was surprised when Siddik created something that was light-hearted and humorous, he said.

“The film business is a funny thing,” said Kost. “You don’t always hold fate in your own hands.”

Siddik also entered into Heinz Ketchup and T-Mobile Sidekick YouTube contests, but he has only gained recognition for his Tide commercial. Aside from entering contests, Siddik is focusing on earning money.

Currently, Siddik is working multiple jobs to get his career off the ground, he said. After graduating from Chapman in May 2007, Siddik moved to Houston for the summer where he worked as a tutor.p When his wife got a job in Louisville, Ky. as an anchor for FOX News, Siddik moved to live with her in October.

During his first months in Louisville, Siddik worked for the Commonwealth Accountability Testing System, where he graded student essays. He also applied to be a substitute teacher at Jefferson County Public Schools. As a substitute, Siddik will be able to work as much as he wants, while still focusing on producing commercials and films , he said.

He has also been focusing on writing and producing his first feature-length film. Siddik hopes to start filming within the next year.

The film and commercial production have been very receptive in Louisville. He is slowly building a network and making a name for himself in his new hometown, he said.

Although there are fewer opportunities in Louisville than in Los Angeles, Siddik has found that working in Louisville has its perks. There is less competition, he said.

“I really think if you’re going to be successful, it’s not so much where you are, but how driven you are,” said Siddik.


Contact this reporter: caroline.stegner@thepantheronline.com