Ghetto Gastro
Overview
Reel Recognize Real is my answer to the creative possibilities opened by the strike, a series of social first commercials imagined as cultural love letters. Each short pairs a beloved Black brand with an iconic Black film, creating a visual homage that highlights the brilliance of Black innovators while showcasing emerging Black talent in front of and behind the camera. Spanning food, fashion, sport, beauty, and jewelry, these five pieces shine a spotlight on culture and remind us that great brands, like great films, stay with us long after the credits roll.
This commercial celebrates Ghetto Gastro, the Bronx born culinary collective founded by Jon Gray, Pierre Serrao, and Lester Walker. Known for fusing Black, brown, and Asian traditions into bold, high quality creations, the brand is as much about storytelling as it is about food. It connects fashion, art, activism, design, and music into one universal language: flavor.
Paired with Next Friday, the spot uses humor and heart to reflect everyday moments that feel like home. Just as the film mirrors the quirks of neighborhood life, the commercial positions Ghetto Gastro as more than a meal, it is an experience rooted in joy, wisdom, and community.
Status
Each spot in the Reel Recognize Real series has been released across social platforms and has already sparked brand outreach and support. The series has positioned itself as both a celebration of Black culture and a showcase of emerging Black talent, proving that social first commercials can resonate with audiences and brands alike. Reel Recognize Real continues to build momentum as a proof of concept for future branded collaborations.
