I was asked to create a concept that would inform the consumer of the Detroit Style pizza while paying our respects to Detroit. But – what does this Texas (headquartered) brand know about Detroit Styled Pizza? Therefore, I circulated ideas around the team that would pay homage to Detroit while remaining true to the essence of Pizza Hut.

I created two client pitchable concepts – a social, packaging, & video concept.

SOCIAL

Creative Notes: Deconstruct the anatomy of the Detroit-Style Pizza to educate consumers on how unique this product build actually is.

PACKAGING

Creative Notes: Logo - Playful, but purposeful | Packaging- The science of anticipation

TV | VIDEO

Creative Notes: We’ll shoot this with a locked camera framing a section of a pizza assembly line. The rectangular pan drops down surrounded by steam to reveal an almost-finished pizza. The pizza moves on the conveyor belt where it’s finished off with sauce. We repeat. The conveyor belt is dressed to look like a never-ending red and white checkered tablecloth in the world of Newstalgia.