Timeframe Estimate: 4:15 - 5 minutes

Production Schedule: Shot and edited at the latest by May, 2019

Treatment 1

A music video not only highlighting the “mom and pops” shops in Oakland, CA but also a

glimpse of what it might look like to see how Soul Food can have a contagious “Feel Good” effect on the community.

The music video starts out with Jonah starting the day extremely early and gets ready for his job in a “mom and pops” kitchen. After preparing several plates, he walks out of the kitchen and removes his chef’s coat to reveal a different restaurant uniform and begins to immediately serve the food he just prepared. He walks out of the restaurant while stripping away his serving outfit to immediately start making donuts at the local donut shop. This routine of jumping from restaurant to restaurant is a glimpse of the grind and hustle that every “mom and pops”shop owner goes through. As the food is served and customers eat, the mundane “mom and pops shops” transforms into a lively party like atmosphere as everyone sings the chorus. Yum yum yum…

As we watch how Soul Food can have a positive and contagious effect on the community, we show all of the real interviews with the Oakland shop owners at the end and reveal that Jonah’s reenactments in each restaurant were inspired by one question asked of all of them: What is your favorite part of being a local mom and pops shop in Oakland?

Treatment 2

A music video taking a more political approach where we take a real civil rights event

like the Greensboro sit-ins and give a glimpse of how soul food can alter history.

The music video starts out in black and white imagery as we follow Jonah walking into a diner and sitting down at the counter. As he performs his music, the camera slowly pulls away to reveal a diner segregated with sections for black and white customers. As Jonah is seated next to 3 other black men who are tormented by white customers, police officers begin to force Jonah and his fiends out of the restaurant which triggers a riot involving a food fight. As soon as one of the police officers gets food thrown in his face, he stops what he is doing to savor in the flavors that he is tasting. His face begins to show color in the midst of black and white imagery and suddenly seems disturbed by the hate that he is witnessing. The Police Officer then changes his tactics to diffuse the situation by force feeding everyone around him in hopes that the soul food will have a similar effect on them. As more and more are converted, the black and white imagery begins to transform into a beautiful and colorful diner filled with people who are no longer segregated but now united by one thing. Great Food that feeds the soul.

look & Feel

Feel Good / Bright / Photo Journalistic

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Additional Notes

Possible “Mom and Pops” to Highlight: Grand Lake Kitchen, Sequoia Diner, Home Room, Everett & Jones, Donut Shop

  • Highlight the business owners of Oakland, CA

  • Include possible interviews with shop owners

  • Include possible scene with Food Trucks

  • Focus on Soul Food restaurants

  • Show the grind & hustle of the independent business owners

Reference Videos for treatment 1

Justin Timberlake - Can’t Stop The Feeling - (Referenced during our meeting as context to lighting style.)

Jonah Melvon - Classic (Referenced during our meeting to include raw photo-journalistic visuals of the community)

Drake - God’s plan (Referenced as an example of highlighting the community and including small clips of interviews throughout the video.)

Sam Smith - Lay me Down - (Referenced as an example of cleverly transitioning seamlessly between the many “Mom and Pops” shops.)

Reference Video for treatment 2

Scene from The Butler and sample of what the Greensboro Sit-In looked like in today’s “cinematic” perspective.


All Concept / Treatments presented above are intellectual property of Alex Vo Films and may not be copied without consent.

© Alex Vo Films 2019