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SELECTED WORK / 03

PIZZA SHEMESH

SOCIAL CREATIVE / CONTENT STRATEGY

CHEAP PIZZA.

WITHOUT FEELING CHEAP.

FROM ~80 PEOPLE
A NIGHT
TO 150–200
EVERY TUESDAY.
UP TO ~300
ON THE BIG NIGHTS.

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CREATIVE DIRECTION · MUSIC DIRECTION

COMMUNITY · CONTENT

Pizza Shemesh had a simple advantage: an unusually affordable pizza without compromising on the things people actually care about - the dough, the cheese and the product itself.

SO I MADE THE BENEFITS

THE IDEAS.

AND THE CONTENT

HAD TO BE CHEAP TOO.

The client produced the videos themselves, so every idea had to be simple enough to shoot with minimal production - while still communicating a real product benefit.

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01 / CHEESE QUALITY

THE PIZZA FLOAT

A joke about bad pizza tasting like a pool float - used to put the quality of the cheese at the center of the idea.

02 / PRICE

HOW MANY PIZZAS CAN ₪100 BUY?

Comparing how many pizzas ₪100 gets you across different chains - letting the price advantage speak for itself.

03 / PRODUCT

START WITH THE DOUGH.

Putting the preparation process front and center to show that an affordable price doesn't mean cutting corners on the product.

04 / VALUE

WHAT CAN ₪25 BUY?

A simple comparison built around one question - what can you actually get for ₪25?

05 / UNPRODUCED CONCEPT

WE SAVED MONEY ON THE AD.

NOT ON THE CHEESE.

LOW BUDGET

DOESN'T HAVE TO MEAN

LOW IDEA.

The constraint became part of the creative approach: simple ideas, built around real product benefits, designed to be easy to produce.

MY ROLE

CREATIVE / CONTENT STRATEGY / CONCEPT DEVELOPMENT

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