Client: AAF Pizza Hut
• Wrote position statements for the creative brief
• Conducted ethnographic research, including following the subject around for 3 hours,
capturing every moment on video and asking questions and exploring their enviroment
• Found subjects for ethnography and focus group
• Assisted in conducting focus group, recorded video
Convenience is key, pizza lovers order on a whim when they’re hungry, they don’t like to wait.
- Needs to be fast and convenient.
“Why is it taking so long?”
- Pizza should be simple and ordinary.
“Pizza ordering is not magical, Chinese food is magical.”
- Good pizza means party time.
“Whenever we order pizza its a catalyst for a good night.”