Shoot Days: 2
Deliverables: 1 TVC + Social Cutdowns
Crew Size: 3 to 7 (varied by shoot day)
Location: London, UK 🇬🇧
Turnaround Time: 2 Weeks

🍕 The Brief

Fireaway Pizza came to us with a challenge.How do you show just how many options are available on the Fireaway app, without overwhelming people?

The answer became the idea itself.

If you cannot choose, try everything.

They wanted a TV commercial that could run on broadcast as well as across digital, delivered on a relatively modest budget, while still feeling bold, cinematic, and memorable.

🎬 Creative Concept

We built the campaign around a simple, relatable moment.

A customer sits in their apartment, scrolling through the Fireaway app, paralysed by choice. With endless combinations, toppings, and options, choosing just one pizza feels impossible.

From there, the film escalates into exaggeration.

If you cannot choose, Fireaway will go to extreme lengths to deliver it all.

The story cuts between three worlds:

• Fresh pizzas being made in a Fireaway restaurant
• A delivery taken to absurd extremes
• The calm moment of the pizza finally arriving at home

The contrast between everyday ordering and outrageous delivery gave the film its humour and impact.

🔥 The Shoot

The production was split across three core locations:

1. Fireaway Restaurant

We captured high-end food visuals, from dough preparation to finished pizzas, shot in ProBlends to make the food look irresistible and premium.

2. Exterior Action Location

To heighten the absurdity, we staged an extreme delivery sequence. A tank drives over vans painted in competitor colour schemes, with a controlled explosion behind it. This sequence became the visual punchline, showing Fireaway’s “no limits” mentality.

3. Apartment Location

Shot in the director’s flat to keep costs down, this is where the story begins and ends. The pizza is ordered, anticipation builds, and the delivery finally arrives.

Our producer Jay stepped in as the delivery driver, and friends featured as supporting talent, keeping the production lean and agile without compromising quality.

🎥 The Filmmaking

Despite the budget constraints, the ambition stayed high.

• Shot on RED cinema cameras
• Stylised food cinematography for the restaurant scenes
• Practical effects and explosions for the delivery sequence
• Clean, relatable lighting for the apartment scenes

Crew size flexed between three and seven depending on the setup, allowing us to scale efficiently across shoot days.

✂️ Post Production

The edit focused on pacing and escalation.

The everyday decision making scene grounds the audience before the film rapidly builds in intensity, cutting between food, action, and comedy. Visual effects were used to enhance scale, polish the action, and support the cinematic feel.

We managed the full Clearcast approval process, ensuring the ad was broadcast ready within the tight deadline.

⚡ The Result

A bold, funny TV commercial that turned choice paralysis into a brand strength.

A high-end campaign delivered on a modest budget through smart production and creative problem solving.

A piece that felt far bigger than its resources.

A Fireaway Pizza campaign that proved sometimes, when you cannot choose, the best answer is everything.