Turning around an entire company.

My role: Creative director and writer. I originated “Pizza Turnaround,” shaped the strategy, led the creative team and oversaw production.

In 2009, Domino’s changed its pizza recipe after 50 years. The challenge was getting people to believe “new and improved” when many of them had already decided the pizza wasn’t worth eating.

The idea: radical honesty. Acknowledge the criticism, show the real people confronting it, and tell the story of what they were doing to make a better pizza. We made the uncomfortable truth the starting point of the campaign.

I helped carry that idea from the original concept through strategy, creative development and production. “Pizza Turnaround” gave Domino’s a candid way to talk to customers that extended beyond the launch and into the work that followed.

The campaign’s recognition included a D&AD Yellow Pencil, a Silver Effie for Sustained Success and the ARF Grand Ogilvy Award.