CPB brings the Noid back for Domino’s Pizza

(The Noid is back for Domino’s)

Domino’s Pizza has always had one nemesis: the Noid – an antihero that has been trying to prevent great pizza delivery since 1986. Maybe it was the chaos of 2020 that gave the Noid the confidence to return, or possibly the fact that Domino’s has continued to innovate around great pizza delivery with amazing technology.

Whatever the reason, the Noid simply can’t stand it anymore, and the pesky antihero has returned in Domino’s new television ads, which begin airing today, trying to thwart the advanced technology of Nuro’s R2 robot, a completely autonomous, occupantless on-road vehicle, out on a pizza delivery.

The TV campaign was conceptualized and developed by creatives at CPB, who have since joined WorkInProgress, including creative directors Kelly McCormick and D’Arcy O’Neill, associate creative directors Jake Roberts and Dylan Cimo, and executive producer Rachel Noonan

The spots were produced by Arts & Sciences, led by director Matt Lenski, and the CGI work was created in partnership with post-production house, Artjail, who spent many months helping the team actualize their vision and bring the Noid to life. Watch below:



“The Noid is Domino’s oldest and most famous villain, and the pizza delivery testing we’re doing with Nuro’s autonomous vehicle is exactly the kind of technology innovation that could provoke the Noid to return,” said Kate Trumbull, Domino’s vice president of advertising. “However, after 35 years of practice in avoiding the Noid, we’re pretty confident we know how to defeat it.”

While television screens are a great place for a classic nemesis to return, mobile devices are the newest place for the Noid to cause problems.

Starting May 7th, the Noid will join the newest installment of the Crash Bandicoot gaming series, Crash Bandicoot: On the Run!, a new mobile adventure that honours the rich 25-year history of the beloved franchise.

For a limited time, the Noid will be featured as one of the game’s mini bosses, pitting players against the Noid as Crash progresses through the story. Avoiding the Noid has never been so fun! Players will also have access to exclusive Domino’s pizza-themed player skins, showing players love for all things pizza. 

WorkInProgress (WIP), Domino’s creative agency as of January, 2021, and Domino’s partnered with King (a leading interactive entertainment company for the mobile world) to develop the Crash Bandicoot: On the Run! mobile game integration. 

“We’re excited to launch our first in-game collaboration for Crash Bandicoot: On the Run! with Domino’s,” said Richard Hocking, head of marketing at King, the game’s developer. “With the Noid making its big return this year and the Crash Bandicoot franchise celebrating its 25th anniversary, it was the perfect opportunity to have players take on the Domino’s antihero alongside other nostalgic Crash bosses in this brand-new mobile adventure.” 

WIP also produced additional Noid content for social and digital channels, including a throwback video shoot featuring the Noid and Crash Bandicoot in their classic mascot suits from the ’90s. 

CREDITS:

CLIENT: Domino’s

  • CHIEF MARKETING OFFICER: Art Delia
  • VICE PRESIDENT ADVERTISING & HISPANIC MARKETING: Kate Trumbull
  • ADVERTISING MANAGERS: Elaine Philippart / Paige Schaefer
  • ADVERTISING SPECIALIST: Ashley Vella

AGENCY: CPB

  • CREATIVE DIRECTOR: D’Arcy O’Neill
  • CREATIVE DIRECTOR: Kelly McCormick
  • ASSOCIATE CREATIVE DIRECTOR: Jake Roberts
  • ASSOCIATE CREATIVE DIRECTOR: Dylan Cimo
  • EXECUTIVE PRODUCER: Rachel Noonan
  • ACCOUNT DIRECTOR: Jacqueline Redmond
  • MANAGEMENT SUPERVISOR: Josh Norris
  • ACCOUNT SUPERVISOR: Allison Landrum

PRODUCTION COMPANY: Arts & Sciences

  • DIRECTOR: Matt Lenski
  • DIRECTOR OF PHOTOGRAPHY: Ken Seng
  • PROD CO MANAGING PARTNER/EXECUTIVE PRODUCER: Marc Marrie
  • PROD CO HEAD OF PRODUCTION: Christa Skoland
  • LINE PRODUCER: Kristin Porter

EDIT: The Den Editorial

  • EDITORS: Andrew Ratzlaff
  • EDITORIAL CO-OWNER / EXECUTIVE PRODUCER: Mary Ellen Duggan

COLOR: A52 Color

COLORIST: Paul Yacono

VFX & FINISHING COMPANY: ArtJail

  • EXECUTIVE PRODUCER: John Skeffington
  • EXECUTIVE CREATIVE DIRECTOR: Steve Mottershead
  • CREATIVE DIRECTOR / VFX SUPERVISOR / 3D LEAD: Ross Denner
  • PRODUCER: Perry Tate
  • 2D LEAD: Christoph Schroer
  • 2D ARTISTS: Dayung Jo
  • 2D ARTISTS: Giulia Barta
  • 2D ARTISTS: Emily Bloom
  • 2D ARTISTS: Jeremy Lloyd-Styles
  • 2D ARTISTS: Eric Conception
  • 2D ARTISTS: Fred Kim
  • CONCEPT ARTIST: Tyler Gibb
  • CONCEPT ARTIST: Tim Haldeen
  • 3D LIGHTING/LOOK DEV: Juan Carlos Barquet
  • 3D LIGHTING/LOOK DEV: Sandor Toledo
  • 3D ANIMATORS: Han Hu
  • 3D ANIMATORS: Jacob Fradkin
  • 3D MODELS: Ohad Bracha
  • 3D MODELS: Justin Diamond
  • 3D FX: Ben Elliot
  • 3D FX: Eban Byrne
  • MOTION CAPTURE TECH: Andreas Wetteborn

MUSIC HOUSE: Walker Music

  • MUSIC EXECUTIVE PRODUCER: Stephanie Pigott
  • MUSIC EXECUTIVE PRODUCER: Sara Matarazzo
  • MUSIC PRODUCER: Danielle Soury

MIX HOUSE: Lime Studios

  • SOUND DESIGNER / MIXER: Matt Miller
  • ASSISTANT MIXER: Ian Connie
  • AUDIO EXECUTIVE PRODUCER: Susie Boyajan
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