Pizza Hut — Art Direction
With Mischief as Pizza Hut’s social agency of record, I have had the opportunity to create work with some of the most brilliant people. I have learned so much about the importance of strategic thinking, creating unique content, and inventing brand personas. Pizza Hut’s strategy is about connecting people with the joy of pizza; we believe that if the content isn’t fun, then it isn’t worth it. I have had the most fun working alongside my copywriter partner to create the unhinged, beautiful chaos that is the world of Pizza Hut; from organic social posts to supporting activations with rollout plans, every piece of this work ties to one cohesive message: we are the most interesting pizza brand in the world, ready to take you on a joyride.
Real Chicago Pizza: Tavern Style
For years, tourists have been eating deep dish pizza, thinking it’s the iconic Chicago pizza. But Chicago locals know better, and they’ve had enough. We took a stand to set the record straight and called out the myth of Big Deep Dish. It was time to unveil the real Chicago classic—tavern-style pizza—and we weren’t subtle about it. The campaign kicked off with a tearaway flyer in New York City, featuring tiny phone number tabs. When curious callers dialed in, they were greeted by a frantic Chicago conspiracy theorist, insisting he had to expose the truth. We kept the intrigue going with more conspiracy-themed posts, building up to the launch of the authentic Chicago tavern-style pizza.
Made at: Mischief @ No Fixed Address
Written with: Cayla DeRegis
CD’d by: Hunter Fine
ACD’d by: Jameson LaMarca
Strategists: Jimmy George, Kate Thomson, and Andrew Sakuda
Reactive Content
It pays off to be chronically online— one of my favorite parts of this job is creating reactive content to moments in culture and on the Internet. From celebrating brat summer to making fun of anyone named Matthew (after the release of The Tortured Poets Department…iykyk), our team works at the speed of light to react in a way that is clever, unique, and unexpected.
Made at: Mischief @ No Fixed Address
Written with: Cayla DeRegis
CD’d by: Hunter Fine
ACD’d by: Jameson LaMarca
Strategists: Jimmy George, Kate Thomson, and Andrew Sakuda
Evergreen Content
These are some of my favorite evergreen pieces I’ve art directed for Pizza Hut. I’ve made a pepperoni crown by hand for Midsommar, discofied a pizza box (for the second time in my career!), and Photoshopped more pizzas to perfection than I ever imagined was possible.
Made at: Mischief @ No Fixed Address
Written with: Cayla DeRegis
CD’d by: Hunter Fine
ACD’d by: Jameson LaMarca
Strategists: Jimmy George, Kate Thomson, and Andrew Sakuda
