Its always time for Pizza

Services

Art & Design Direction

Client

Domino's Sri Lanka

Project

Special Moments @ Domino's

Services

Photography Art & Design Direction

Year

2025

Challenge

Domino's Sri Lanka faced the formidable task of challenging Pizza Hut's established dominance in the Sri Lankan pizza market. Competing against a brand with significant market presence and customer loyalty, Domino's needed to create compelling content that would not only introduce their brand but position them as a superior alternative. The challenge was developing a creative strategy that would resonate with Sri Lankan consumers while maintaining Domino's global brand identity and values.

The competitive landscape required content that could cut through existing market noise and establish genuine brand preference. Pizza delivery was already a familiar concept to Sri Lankan consumers, so the challenge wasn't education but persuasion—convincing customers to switch from their established preferences and trial a new option in a market where loyalty often runs deep.

Approach

We developed a comprehensive creative strategy that focused on showcasing Domino's unique value propositions through high-impact visual storytelling. Our approach centered on understanding what Sri Lankan consumers valued most in their pizza experience—quality, freshness, speed, and taste—and translating these benefits into compelling visual narratives.

Working closely with videographers, we crafted content that could work across multiple platforms and contexts, from traditional advertising channels to social media feeds where engagement and shareability were paramount. Our creative direction emphasised authenticity and appetite appeal, ensuring every visual element would drive desire and action among target consumers.

Solution

We led photography efforts that captured Domino's products in their most appetizing form, creating a visual library that consistently communicated quality and freshness. Our photography direction focused on hero shots that made products irresistible while maintaining consistency with Domino's global visual standards adapted for local preferences.

The online commercials and digital shorts we helped produce were specifically tailored for social media consumption, understanding that Sri Lankan audiences increasingly discovered and engaged with brands through digital platforms. These pieces balanced entertainment value with clear brand messaging, creating content that audiences would willingly share while effectively communicating Domino's competitive advantages.

Our creative direction ensured all content worked cohesively to build brand recognition and preference, from hero product shots that drove immediate appetite appeal to storytelling that positioned Domino's as the fresher, faster, better choice for Sri Lankan pizza lovers.

Impact

The content we created provided Domino's Sri Lanka with powerful ammunition in their battle for market share against established competitors. The high-quality photography and engaging video content helped establish Domino's as a credible, desirable option in consumers' minds, supporting their ambitious goal of becoming the market leader. The social media-optimized content enabled the brand to build meaningful engagement with Sri Lankan audiences, creating the foundation for the brand awareness and preference necessary to challenge Pizza Hut's market position.