ROLE: Art Direction + Design

Domino’s Pizza wanted to launch a new range of Italian pizzas with a slightly thinner crust and Italian ingredients. The keyword here was the ingredients: a fine Italian sausage, real Parmigiano-Reggiano and truffle oil made from the finest white truffles you can buy without burning a hole in your pocket.
The artisan approach to making pizza is not something the average consumer is thinking about when thinking of Domino’s. To be honest, most people tend to draw a parallel between Domino’s and a big industrialized production of deep pan pizzas, with no love for food or craftsmanship.
Therefore, it was important to create a rustic campaign that showed the ingredients and would make your mind wander into a real Italian pizzeria on the streets of Rome.
Back to Top