Scary Pizza Box
Role: Art Direction + Creative Concept
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 wants to scream. This idea was a concept developed and presented internally.
Instagram Filter
I’ve created a prototype to show the idea’s potential
and how we could make it work by screaming,
matching the decibels with the discount.
STEP 01
Try the “Scary Box” filter and scream as loud as you can to unlock your discount;
STEP 02
Users post their Story tag @dominosjp to claim their personalized discount;
STEP 03
Domino replies via DM with a promo code based on their scream volume.
