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Domino’s "Reverse Logic"

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Artisans PR
Thursday, Sep. 11, 2014

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A Common Thread's Linus Ewers has directed a new campaign for Domino’s and CP+B that encourages consumers to reconsider common assumptions about the pizza chain.

“You probably think Domino’s pizza cheese comes out of a big plastic bag… and it does,” offers the voiceover, as a pizza is topped with cheese poured from just such a bag. The action then shifts into reverse to show how the cheese arrived at the restaurant via a series of backwards motion scenes detailing each step of the shipping and manufacturing process all of which are focused on handcrafted quality.

Credits
CLIENT: Domino's Pizza
TITLE: Reverse Logic
AGENCY: CP+B
EXECUTIVE CREATIVE DIRECTOR: Tony Calcao
CREATIVE DIRECTORS: Matt Talbot andAndrew Lincoln
CREATIVE DIRECTOR - ART DIRECTOR: Matt Denyer
CREATIVE DIRECTOR - COPYWRITER: Andrew Ure
SENIOR INTEGRATED PRODUCER: Julie Vosburgh
JR. INTEGRATED PRODUCER: Rachel Noonan
GROUP ACCOUNT DIRECTOR: Carter Nance
ACCOUNT DIRECTOR: Kristi Kirkeide
CONTENT MANAGEMENT SUPERVISOR: Ted Morse
CONTENT SUPERVISOR: Meg Minkner
CONTENT MANAGER: Michelle Robertson           
BUSINESS AFFAIRS: Lisa Gillies
ASSOCIATE DIRECTOR OF PLANNING: Courtney Loveman
Sr. COGNITIVE ANTHROPOLOGIST: Lindsay Baloun
 
PRODUCTION: A Common Thread, Los Angeles
DIRECTOR: Linus Ewers
EXECUTIVE PRODUCER: J.P. McMahon
PRODUCER: Denny Kennedy               
DIRECTOR OF PHOTOGRAPHY: Matthew Lloyd
 
POST: No 6, Santa Monica
EDITOR: Kevin Zimmerman
ASSISTANT EDITOR: Randy Baublis
ASSISTANT EDITOR: Cudjo Collins
 
MUSIC: Beacon Street Studios, Los Angeles    
 
SOUND DESIGN: Lime Studios, Santa Monica  
 
VFX: Method Studios, Los Angeles
VISUAL EFFECTS EDITOR: Noah Cuddis
VISUAL EFFECTS PRODUCER: Paula Jimenez
 
TELECINE: Company 3, Los Angeles
TELECINE COLORIST: Siggy Firstl
TELECINE PRODUCER: Matt Moran
 
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