Prochiz Spready

CREATIVE CONCEPT | PITCH STORYBOARD

Prochiz Spready, a spreadable cheese product, was introduced as a versatile ingredient that encourages consumers to enjoy cheese in more creative ways.

Built around the idea that it can be spread, melted, or mixed into food and drinks, the campaign highlighted how everyday meals can become more enjoyable through simple experimentation.

The campaign concept was developed through an original creative direction and pitch storyboard, exploring playful ways to demonstrate the product’s versatility.
The concept was later selected and developed into the final TVC.

A comparison between the initial pitch storyboard and selected final TVC frames, showing how the original creative direction was carried through to production.

From concept

A cozy, cluttered workspace featuring a television with the text 'CHIZ PERIMENT DENGAN CHEF RENATTA' on the screen, surrounded by books, a blackboard with chemical equations, stacks of papers, and photographs on a wall, with sunlight streaming through blinds.
A cozy, cluttered workspace featuring a television with the text 'CHIZ PERIMENT DENGAN CHEF RENATTA' on the screen, surrounded by books, a blackboard with chemical equations, stacks of papers, and photographs on a wall, with sunlight streaming through blinds.
A woman in a white chef jacket with red trim and a Prochiz logo stands in a kitchen, smiling.
A young woman with brown hair and bright eyes smiling and holding a sandwich with both hands, looking up at the camera indoors near a window with a potted plant nearby.
Frying a mix of sliced bananas, strawberries, and chopped onions in a frying pan on a stove.
A woman with dark hair and a beauty mark on her cheek holds a fork with a piece of chicken near her mouth, in a setting with blurred colorful lights in the background.
A breakfast scene featuring slices of bread with cheese spread, a bowl of scrambled eggs, and a bowl of corn with shredded cheese, with a package of Prochiz Spready processed cheddar cheese in the foreground. The background includes a person with crossed arms and a kitchen setting.
Slice of bread with mayonnaise being spread on it with a spreader on a wooden cutting board.
Person holding a package of Prochiz mozzarella cheese, with the logo and cheese image visible.

to screen

Kitchen scene with woman in red apron smiling at camera, seen through retro television screen labeled 'KREACHIZ Kreasi Spesial Prochiz', surrounded by fruit, vegetables, and kitchen utensils.
Woman in a kitchen holding a package of Prochiz spreadable cheddar cheese, smiling at the camera, with fresh fruits and kitchen utensils on the counter.
Person holding a box of Prochiz Spready Cheddar cheese, with a close-up view of the packaging featuring an image of cheese spread and parsley on bread.
Close-up of a breaded fried food item with white mayonnaise zigzagged on top, with text overlay that reads 'Spready OLES Roti Prochiz'.
A woman is about to eat a slice of cake with white icing in a kitchen setting.
A bowl of sweet corn salad garnished with a swirl of mayonnaise. A hand is squeezing Prochiz spread cheese onto the salad. Surrounding the bowl are tomatoes, fresh herbs, and a box of Prochiz spread cheese on a wooden table.
A woman with dark hair in a bun wearing a gray shirt and red apron, holding a spoon and a bowl of creamy corn, smiling in a cozy kitchen with sunlight and green plants.
A woman wearing a red apron with the Prochiz logo, smiling in a kitchen with various foods on the table, with the words 'Prochiz SO SPESIAL' in bold text.

Creative Credits: 

Agency: AdsON Asia
Creative Business Director: Angel Roberty
Creative Group Head: Eric Flavio
Art Director: Margareta
Account Manager: Rizkita Andarini
Account Executive: Bintang Rizqika
Copywriter: Pradhaneswara V
Production House: Fast Film