CRAIG DOUGLAS MILLER

After the “Pizza Turnaround”, Domino’s needed to continue leaning into ‘radical honesty’ to keep their credibility intact. So we created the “Pulling the Cheese” video, to unmask the deceptive and borderline dishonest practices of food photography.

Afterwards, Domino’s publicly pledged to refrain from photo trickery when shooting their products. And later with the “Show Us Your Pizza” campaign, Domino’s enlisted customers to send in photographs of their own pizzas to be used in ads.