As a national franchise, Pizza Inn is still best known in Paducah as a local hallmark fixture because of the earned-reputation of this locally-owned location. This special business has earned its place in Paducah by being a staple hangout for families in the community for over fifty years. The owner, Larry Rust, needed a full rollout of material to supply his marketing plans for the year - giving us his highest priorities: family-friendly & affordable, with food as the hero. Ryan Summers ran point with us to illustrate what he's seen in Pizza Inn since he was very young - THE place to be for teens, kids, and families. We set to work to create a full-scale film brand. We considered their audience, updates to the location, and ways we could tell the 50-year story of this business so-far. We led with sharp and delicious presentations of the food, serving story and customer experience along with it.
The centerpiece of the film brand is a longer-format story-driven experience that kicked off the entire run. It served as an excellent launch for the film brand on social media - providing a place for the local community to comment, share, and give their support online. This kind of work makes for a perfect home-page headliner, signature for email, and home-base for the business youtube channel.
The pizza inn film brand supplied Larry with television commercials cut to broadcast on traditional tv and cable timeslots with consideration for cross-platform implementation on social-media. These were produced to immediately bring customers in, while generating more brand awareness anywhere else they aired.
The film brand included provisions for a special run of 15-second commercials intended for social-media target-audience-promotions and streaming platforms. In the case of google ads and youtube, these 15sec time slots could be ran as unskippable. For these, we focused on eye-catching material that did not wear out its welcome when hitting the screen.
These pieces were designed to be appetizers upon impact. There as a bright surprise, and gone before they wore out their welcome. These spots are intended to maintain top-of-mind awareness where they are streamed - providing a shorter non-skip option for youtube, or an excellent accent-post for written content on social media.
These vertically oriented videos were produced as "motion posters". These pieces allow for more imagery to fill the screen at once, provide text information upon opening, and play in a format intended for social media viewed on smartphones.
Pizza Inn's Film Brand supplied a huge library of still frames captured and reprocessed for print and digital applications. These frames are excellent elements for anything print or digital. They are large enough to be used on billboards and plenty enough to supply thumbnails, short posts, and future designs.
One of the greatest assets to Pizza Inn (and most familiar sights) is a full bounty and variety of pizza on the buffet. After our first meeting, Ryan Summers stood with us and imagined a top-down shot that scaled the length of the huge buffet they have. We didn't have the correct equipment to pull this off, so we built it. The day of filming, Ryan got that buffet filled to the brim for the shot - and the A&SG Express delivered the vertical passes you see in these ads. A great memory you can watch, here!