Domino's

Sep 2026

Domino's latest venture into the competitive fast food landscape highlights its new Detroit-style pizza with a visual feast that leans into the rustic, indulgent textures of the classic deep-dish format. This commercial campaign shifts focus toward the product itself, utilizing cinematic live-action technique to capture the defining characteristics of the pizza, from its signature crispy edges to the irresistibly gooey, stretchy cheese that pulls apart in every frame. By opting for close-up, slow-motion shots, the production emphasizes the quality of ingredients like zesty green peppers, savory sausage, and pineapple, elevated by the deliberate use of hard light to sculpt the textures and make each slice feel authentically appetizing. The narrative is warm and inviting, frame by frame, as hands interact with the product to suggest a communal, satisfying dining experience often paired with a classic Coca-Cola. Produced by the team at WorkInProgress, the project successfully balances the functional needs of a food and beverage promotional video with a high-fidelity aesthetic that respects the heritage of the Detroit-style culinary craft. Every choice, from the lighting to the pacing, serves to heighten the sensory appeal of the meal, turning a standard promotional spot into a compelling visual study of comfort food that effectively bridges the gap between quick-service convenience and premium food advertising standards.

Commercial, Cinematic, Warm

Live-action Technique, Slow motion, Hard Light

Fast Food, Food & Beverage