Florence's Scottie Cameron Directs for Ghetto Gastro with Gwyneth Paltrow
Ghetto Gastro, the Bronx-based culinary collective founded by artist Jon Gray and chefs, Pierre Serrao, and Lester Walker (authors of the Black Power Kitchen Cookbook), is proud to unveil their ‘BOP LINE’ video campaign, introducing their new toaster pastry flavors: Brown Sugar and Sweet Potato, available at Target stores nationwide. With the help of an all-star cast of friends and supporters, including Gwyneth Paltrow and Michael Ealy, the campaign creatively highlights Ghetto Gastro’s vibrant, chef-driven flavors.
Starring in the campaign are some of the brightest stars within the Ghetto Gastro orbit: Siddiq Sanderson from Wu-Tang: An American Saga on Hulu, Jerrie Johnson from Harlem on Amazon Prime, Bronx rapper Maliibu Miitch, actor Michael Ealy, and actress and fellow CPG founder, Gwyneth Paltrow. With humor and irreverence at the forefront, these videos embody the same boldness and authenticity as Ghetto Gastro’s unique flavors.
The campaign features six multi-format, multi-styled videos centered around a single theme: the BOP LINE—a real customer service hotline for those needing flavor. In each video, the characters are humorously prompted to call 1-833-GHETTO-1, summoning a Ghetto Gastro toaster pastry as the ultimate quick flavor fix. Consumers are encouraged to call the BOP line where they will be offered discounts and more.
The full lineup of videos, shot by director Scottie Cameron, can be found below:
- The Bop Mobile (ft Gweneth Paltrow)
- The Bop Line Intro Video (ft Siddiq Sanderson & Jerrie Johnson)
- Brown Sugar Hill (ft Michael Early)
- WTF is a Bop? (ft. Malibu Mitch)
- Sweet Talk (ft. V Boogie & Chantal Adams)
- Infomercial (ft. Siddiq Saunderson)
Ghetto Gastro’s mission to merge food, culture, and design while championing race, identity, and economic empowerment is at the heart of everything they do. With scarce resources as a growing CPG brand, they turned to the strength of their community to create this campaign. By leveraging the talents of close friends and fellow creatives, they delivered a campaign that is raw, unapologetic, and unmistakably authentic.
Credits
Director: Scottie Cameron @scottie_cameron
Creative Director: Jon Gray @ghettogray , Malcolm McNeil @malcolmxmcneil , Scottie Cameron @scottie_cameron
Studio: Equator Studio @equator.studio @equatorproductions
Starring:
Siddiq Saunderson @siddiqsaunderson and Jerrie Johnson @thejerriejohnson as the Bop Line Co-Hosts
Bop Line Receptionist: Ashley Cimone @ashleycimone
Office Employee: Michael Oloyede @michaelloyede_
Office Employee: Armon O’Neill @armononeill
Executive Producer: Ashley Cimone @ashleycimone
Executive Producer: Anthony Prince @anthonyprinceleslie
Project Manager & Producer: Chanel Hinds @chanel.hinds
Production Coordinator: Max Acrish @maxacrish
DP: Anthony Prince @anthonyprinceleslie
1st AD: Nicholas Romano @nsossiromano
1st AC: Percio Luciano
2nd AC: David Williams @cheerleaderpromdated
Gaffer: John Busch @johnnbusch
Key Grip: Vinny Davino @b3nnyblanc0
BBE: Nica Fazio @nica.fazio
BBG: @crazyenigma06
Sound: Anthony Charles @tonycaezar
Photographer: Joshua Woods @joshuawoods
Production Designer: Muzi Ndlovu @mzwakhendlovu
MUA: Jasmine Williams @williamsjm_
Stylist: Tiffani Williams @tiffanistyles
Stylist Asst: Henrietta Harmon @hennyxharmon
Stylist Asst: Elizabeth Fonseca @elliemarief
Casting Director: Equator Studio @equator.studio
Talent Consultant: Siddiq Saunderson @siddiqsaunderson
PA: Joseph Mazzara @joseph_mazzara
PA: Kevin Garmain @Yv_Kev
PA: Fame Williams @famewilliams_
Post Supervisor: @chanel.hinds
Post Producer: @anthonyprinceleslie
Music Composer: Niara Sterling @niarasterling
Music Composer: Malachi Mabson @malachimabson
Editor: Nicolas Johnson @wonderworkr
Editor: Nnamdi Simon @monsieur_nnamdi
Color: Josh Bohosky @beezus_christ
Color House: Rare Medium TV @raremedium.tv
Sound Design: Douson Yuan
Sound Design: Keith Charles @keithcharles
VFX: Jordan Taylor
Special thanks @wsanyc, @luar, @awakenewyorkclothing
