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Booker Sim

McGill philosophy graduate Booker Sim has traveled to over 30 countries, including a half dozen war zones, starting his career as a documentary filmmaker with award winning LIBERIA: THE SECRET WAR and BELGRADE: ONE YEAR AFTER for CBC’s National Magazine, Canada’s premier current affairs program.

Sim moved to New York in 1999 to make empowering ghetto dramas, spending years studying screenwriting under acclaimed New York Times bestselling author Anthony Hyde, eventually co-authoring a script with Hyde, then going on to write several of his own, which generated interest from movie stars, Hollywood producers and famous rappers.

Undeterred, Sim teamed up with JuJu co-founder Malcolm Hearn to form JuJu NYC, and directed his first feature length project, TRAGEDY: THE STORY OF QUEENSBRIDGE, a gritty doc about the hip-hop legacy in the world’s largest housing projects, featuring Tragedy Khadafi, Capone-N-Noreaga, Mobb Deep and Marley Marl. TRAGEDY was an official selection at prestigious Slamdance, NXNE, MOFFOM and H2O film festivals, garnered rave reviews in America’s hippest urban magazines and is being distributed internationally by Vision Films.

Sim returned to Canada in 2006 to team up with LIBERIA partner and childhood friend Alexandre Trudeau on SECURE FREEDOM, a CTV doc about terror suspects detained for years without trial – and OUR THIRD CHOICE, a series of docs about peacekeeping for CBC national radio.

Combining lessons learned from the New York urban branding scene with his philosophy background and documentary experience, Sim now heads up JuJu Branded, a think tank dedicated to equitable and interactive branding.