Capturing

Pizza: A Photo-editing
Dilettantes Approach to Successful Ad
Implementation

By Neal J.












This is me.

(Camera Aversive, v.1)












This is also me.

(Slightly Less Camera Aversive, an Album Cover v.2)











This is also also me (ultimate-fist-kick distributor, left).

(
!)
(Friendship)



This is an ad I made.

Before I dive in, let me start off by saying this: I am a psychology major, and everything I do
with advertising has to do with the why of why things work.

This ad that I made I made because I love MOD Pizza. The people are great and so is the pizza.

Great people and great pizza are important, but what really sets them apart is their message of
inclusivity and acceptance. MOD Pizza is notorious for hiring ex-cons (and therefore giving them
a second chance), people of all beliefs, orientations, cultures, and people with tattoos, even if
its on their face.

So I went downtown to document something that would capture what makes MOD different:
its people, and its pizza (and its tattoos).

And this why this ad works:

A. If MOD is all about inclusivity an acceptance, then it should encourage others to be who they
are, and be able to express what that looks like.
B. Those are tattoos (see: dilettante photo-editor). The placement of EXPRESS and the tattoos
arent coincidence: by having those two next to each other, it reinforces the association of
expression and tattoos. Psychology!
C. Pizza and people: MOD logo with the customers name (my friend Gregs name) shows that the
pizzas are individually made for each customer.
D. MOD logo is emphasized through contrast of lines (its on a different color wood than the rest of
the sentence) and of color (white vs. red). The MOD is also directly next to the thing that it sells:
pizza. MOD association with pizza.
E. Bomb-looking pizza.
F. Where am I going to get such bomb pizza? Dude, let me box off an easy-to-read section of the
ad so you can go get it!
G. MOD branding. Red leading lines lead the eye directly to the MOD logo, just so we make sure
everyone knows whos making what. Theyll also look for the logo when they look for the store,
which is located at the address you just read.

A

B



C
D




E



F

G

(Wow)

Theres a difference between advertising and art, and a lot of people get that twisted.
People innately want to make things that are beautiful, and thats awesome, but what
separates advertisements from art, if done correctly, is that advertisements should make
the viewer feel called to do something, whether thats donate to a campaign that resonates
with them or go eat awesome pizza and support a great message in the process.

A big part of that call is to ensure that a message is salient and interesting to the target
audience. That is why the motivation behind creation and the implementation of an
advertisement is so critical. The advertisement I made is not beautiful per se (beauty is in
the eye of the beholder?), but it suggests that viewer express who they are and to go get
pizza at the location provided.

If theres anything Ive learned from my major and my time in advertising classes is that the
deeper a message resonates with someone, the deeper the connection they will have to
something. In this case, expression and inclusivity and acceptance are experiences that all
humans seek.

You likely wouldnt hang an advertisement on your wall, but I would argue that advertising
can be a form of art, but with a clear direction of where the viewer is suggested to go. What
separates ads from art is a call to action.

Psychology and advertising are similar because at the end of the day, both in it to help
people solve problems, and by working with Deutsch through D-Prep, I hope that I too can
be a part in creating change, creatively.

Thanks for sticking through,

Neal J.