DOMINOS PIZZA “BACKWARDS”
THE CHALLENGE
Domino’s 30-minute delivery promise was iconic, but had become predictable in advertising. The brand needed a fresh way to remind people of its speed while sparking new engagement.
THE IDEA
We asked a simple, playful question: What can you do in 30 minutes?—and answered it with a quirky story about a man mastering the art of speaking backward while waiting for his pizza.
RESULTS
The spot earned 4M+ views in its first two weeks, boosted social engagement, and drew praise for its originality—helping Domino’s stand out in a saturated QSR market while reenergizing its legendary delivery guarantee.
ROLE
As an Art Director, I co-led the creative from pitch to production, shaping the humor and tone while collaborating with post-production to perfect the backward speech and visual effects. I helped sell the offbeat concept by proving it would both entertain and reinforce Domino’s delivery promise.