SPEC WORK FOR BLAZE PIZZA
concept / art direction / copy
Ah, I see you've noticed that this is the second pizza campaign in my book. You're now thinking, "wow, this guy like... really loves pizza." You are correct. But also, I was the only Art Director in my class at Denver Ad School and got to work with two separate copywriting teams. Double servings of pizza ads? Twist my arm.
Humans are social beings. We crave a sense of belonging, organization, and meaning. In the present climate, however, we're feeling more disconnected than ever.
With a new secret society of Oven-lovers, Blaze will unite the people in praise of pizza. Though the pies may be personal, and the slices eaten in solitude, every order reminds customers that they're part of something bigger: The Emblazened.
What's in a name?
The Emblazened cherish individuality. That’s why each of our 28,000 pizzas has a unique name.
In the restaurant, customers are able to build their pizza one topping at a time. Once it has been forged by fire, its moniker is then printed upon a sticker and affixed upon the box.
For the customers who already know what they want, they can simply call it by its name, and the pizza-makers will identify the ingredients in seconds.
The Chosen Few
Almighty Most Meaty | Garden of the Pig | Herbas Veganas | Praise to Lono | Mozzarella Mystery | Hickory Hen | House of Spices | Gluten Destroyer | Plant-Based Prophet
Inside the Blaze app, users have access to entire database of unique pizza names via the Emblazened Name Generator.
With a quick selection of ingredients, the user is not only be able to learn and share the name, they are able to order their pizza with the tap of a button.
A miracle, indeed.
Since we're so into labels, let's call this what it is: a customer loyalty program.
When pizza-lovers become Emblazened, they'll be initiated into our customer loyalty program, through which they will earn free pizzas, gain exclusive access to our test kitchen, and more.
It's like a punchcard, but way hotter.