Domino’s
As the Senior Social Art Director on one of America’s biggest pizza brands, I along with my team was challenged with bringing engaging and top performing social content across Instagram, TikTok, YouTube, Twitter, Facebook and Threads. In under four months, our social efforts made Domino’s the most beloved brand on social amongst Gen Z.
Here are some of my favorite projects from that time.
MamaKnow’s (2024)
A real-time moment from a two-year old that made Domino’s want to change their name.
Content creator and hilarious dad, Dillon White from @dadchats, posted a video where he shared a moment with his child about wanting Domino’s for dinner, but instead of his kid saying ‘Domino’s,’ she said ‘Mama knows.’ So we gave the White Family just that in a custom designed pizza box, merch and gift cards for them as a thanks to branding our new name, MamaKnow’s. Our team knew the importance of hoping on this social listening moment, and dad chats most viewed video on his TikTok channel, to feel connected to our audience and to bring small wins to our social presence. The White Family was so pleased with our gift that they posted on their Instagram and their fans, although were skeptical of our grammar choice, now became fans of Domino’s.
ECDs: Will Benham + Mike Groenwald CW: Jack Cornett AD: Me
Domino’s x Fortnite (2024)
To announce this amazing collaboration of pizza and gaming with limited assets but lots of imagination, my partner and I developed social pieces that spoke to gaming culture in a social first way that showcased Domino’s Emergency Pizza as the solution to any gaming emergencies.
ECD: Will Benham Social Team and Editors: Me + Jack Cornett
Original Memes (2024 - 2025)
Domino’s has lots of parameters around how their brand is presented on social to an audience that throws professionalism and conventionality out the window. It was my teams’ job to create original memes that are engaging, show menu items as delicious and not disturbing or disgusting, and bring a quirky yet bold Gen Z way of communicating.
ACD: Mobs Roberston CW:Jack Cornett AD: Me
