Scary Pizza Box

Halloween (ハロウィン) in Japan is all about dressing up, sharing food, and enjoying scares together.
So I’ve imagined a way for Domino’s to turn a simple pizza into a horror experience.

Each limited edition box hides a tiny built-in speaker that screams the moment you open it, transforming dinner into a jump scare.
An Instagram filter challenged people to scream as loud as they could. The higher the decibels, the bigger the discount.

Available via the Domino’s app and Uber Eats throughout October, because this Halloween, even your pizza wanted to scream.
This idea was a concept developed and presented internally.

Role: Art Direction + Creative Concept