Bagels Under Lox and Key - Concept Ad
For this playful noir-style concept, I took a simple food pun and elevated it into a full cinematic moment. The goal was to create an ad that feels absurdly high-security for something as humble as a bagel: spotlighting the product by treating it like a priceless artifact. Moody lighting, suited guards, and a glass security dome sell the joke while keeping the execution clean, clever, and instantly scroll-stopping.
A perfect example of how a single pun can become a fully realized visual story.
The Idea
This concept started with a simple wordplay twist — lox and key — and grew into a full high-security visual narrative. Instead of leaning on typical bagel-and-brunch imagery, I flipped the script: what if the bagels were so good, they needed vault-level protection? The humor comes from treating an everyday food with exaggerated seriousness, creating contrast, intrigue, and instant memorability.
It’s an idea built to stop the scroll: familiar enough to get the joke instantly, unexpected enough to make people smile, and bold enough to stand out in a crowded feed.
