The goal of the video was to organically introduce Domino’s New York Style Pizza on social platforms. Since New York is known for its pizza, we needed to think strategically about how to present the new offering in a non-cringy or offensive way. With the aim of capturing the essence of New York City and turning this into a campaign for cheesy pizza, our team strategized how to highlight this launch, stay on trend, and make the pizza look amazing.
The key creative element to the overall concept was the transposition of the iconic Domino’s Car Topper onto an iconic NYC yellow cab. With such a strong central visual, we decided to let it lead the action. We rented a prop cab and mounted a 15k-camera to the roof, just behind the Domino’s Car Topper. The result were visuals of the Domino’s Car Topper whizzing through and past iconic NYC landmarks.
We developed the core visuals of the Domino’s Cab Topper atop a yellow by including 3rd perspective shots and distinct audio capture of “city sounds.” In the edit we used fast-paced cuts that matched the freneticism of driving through the city. The faced-paced edit was then supplemented by a custom sound mix, which included a distinct ASMR capture of “pizza sounds.”
The video creative met the essential goal, as we positioned Domino’s organically in NYC in a dynamic, engaging, and non-cringey video. The video asset was used to promote Domino’s New York Style Pizza across a range of platforms, helping NY-style pizza become one of the brand’s most successful new product offerings in 3+ years. In the end, we feel this video drives an emotional reaction of excitement, a feeling of enticement to both the beloved chaos of the streets of New York and new take on the well known slice that keeps NYC on the map. The graphics are clean and stylish and the client was thrilled with the outcome, using it frequently during the product rollout.
