ORIGINAL PRODUCT CAMPAIGN

When DiGiorno suddenly needed to prioritize its stuffed crust pizza, they called up the hungriest writer in the room: me. Still hungry to this day.

DiGiorno was getting effectively 1:1 duped by Red Baron in the stuffed crust category, and they were getting undercut in price. Without any real RTBs, we had to create a campaign to remind consumers: DiGiorno is the pizza you know and love.

REMOTE PHOTO SHOOT

With a creative partner, I led a remote photo shoot to capture the DiGiorno stuffed crust images. We created a shot list based on our concept, then dialed in and gave creative direction for three days — leading to the shot you see in the assets.

CONCEPT DEVELOPMENT

In virtually no time, I generated several top level creative concepts to wrap our campaign in. We landed on “That’s Some Serious Stuff.”