Inside Look: Crafting Pita Pit's 'Created 4 You' LTO Commercial

In commercial production, agility and flexibility are essential traits. Black Box Productions recently worked on the production of a commercial promoting Pita Pit and their "Created 4 You" limited time offer — a restaurant chain specializing in customizable healthy pitas.

The Original Concept

Inspired by Arby's iconic "We Have the Meats" campaign, the original concept was to create individual 15-second videos introducing each pita featured in the LTO. Each spot would highlight a different pita, accompanied by witty dialogue and dynamic camera movements.

The Pivot

However, a last-minute directive from the client reshaped our approach entirely. We needed to quickly pivot our production to accommodate a new idea. Instead of separate spots, the decision was made to combine all five scenes into one single sequence. As the camera pulls out to reveal each pita, a playful twist emerges: every time the voiceover introduces the limited-time offer, a mysterious hand swoops in to claim the wrap.

This seemingly minor alteration sparked a cascade of logistical considerations — questions about selecting hand models and creating pitas that could be handled repeatedly for multiple takes.

Food Styling and Expert Collaboration

When marketing for a restaurant, collaborating with a trusted food stylist is key. We collaborated with expert food director Ali Rahimi, whose understanding of the brand's aesthetic and skilled placement of ingredients ensured seamless execution on set. Detailed discussions with the food stylist ensured that each pita not only looked appetizing but also remained structurally sound for handling on camera.

The team also used specialized equipment like the probe lens to get up close and show the pita and its ingredients. With a fully equipped studio dedicated to food photography, the team was able to deliver the desired results.

The Execution

Creating a short, effective script took considerable iteration, and adding graphics brought its own challenges. Working together with our client's marketing team and exploring different ideas, we landed on an approach that everyone was happy with. The result is a commercial that is as strategically sound as it is entertaining.

At Black Box Productions we work with multiple restaurant brands, helping them develop marketing creative and produce commercials. If you work in marketing for restaurants, hospitality, or food brands, get in touch with us to talk about your next commercial.