PIZZA CREW
A hot new name, fresh out of the oven.
The Brief
Pizza Crew approached us to help launch their bold rebrand from Pizza Guyz to Pizza Crew, with a new name, fresh identity, and bigger ambitions. They wanted a standout moment that would turn heads and announce their new era with confidence.
To mark the change, we created a high-impact CGI stunt featuring a giant Pizza Crew slice perfectly balanced on top of the Titanic Belfast building. This playful, unexpected visual captured the brand’s irreverent personality while placing them firmly on the map as a local favourite with big brand energy.
60%
INCREASE IN SOCIAL MEDIA ENGAGEMENT
35%
UPLIFT IN IN-STORE SALES
25%
GROWTH IN ONLINE ORDERS
The Process
The goal from the outset was to create something that would grab attention, feel unmistakably local, and reinforce Pizza Crew’s bold new brand identity. We kicked things off with a round of internal ideation, exploring various Belfast landmarks that could create visual impact when paired with oversized pizza elements.
Once the Titanic Belfast concept was locked in, we built out the idea in more detail and shared early look-dev frames with the client for feedback. With approval in place, we moved into full production - ensuring the scale, lighting, and angles all hit that sweet spot between surreal and believable. The final result delivered a punchy visual reveal that introduced the new brand with energy and attitude.
Storyboard & Filming
Once the concept was signed off, we built out a shot-by-shot storyboard to guide the structure and scale of the final visual. The goal was to make the oversized pizza slice feel like an unexpected landmark, perfectly absurd, but visually grounded.
Filming took place on location at ground level in Titanic Quarter. We captured high-quality reference footage and clean plates from a variety of static angles, giving our team flexibility to work the CGI seamlessly into the scene. The shoot focused on perspective and lighting accuracy, setting the foundation for a strong final composite and a believable FOOH moment.
Modelling & Animation
We created detailed 3D models of the Pizza Crew box and pizza slice, based on product references from the rebrand. From the melted cheese and to the printed cardboard textures, everything was built to look freshly delivered and instantly recognisable.
To heighten the realism and add a sense of warmth, we added subtle steam rising from the slice, a small detail that helped reinforce the idea that this piping hot pizza had just landed on top of one of Belfast’s most iconic landmarks. The animation focused on scale and staging, with careful placement and light-matching to create a surreal yet grounded visual.
Rendering & Post Production
We rendered the scene using high-dynamic lighting and shadow passes to match the live-action footage, paying close attention to the material interactions between the CGI objects and the real-world environment. The light hitting the slice, the reflection off the Titanic Belfast roof, and the soft steam trails were all dialled in to feel as natural as possible.
In post, we composited the elements together, cleaned up the base plate, and added final touches like atmospheric haze, depth of field, and slight camera movement to bring the scene to life. The result was a playful, perfectly absurd reveal that helped launch Pizza Crew’s new identity with visual flair and big-brand energy.