Director Matt Lenski Brings Back The Noid For Domino's
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Robert Goldrich2964 views
Domino’s Pizza Inc. 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, trying to thwart the advanced technology of Nuro’s R2 robot, a completely autonomous, occupant-less on-road vehicle, out on a pizza delivery.
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 7, the Noid will join the newest installment of the Crash Bandicoot gaming series, Crash Bandicoot: On the Run!, a new mobile adventure that honors 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.
The TV portion of the Noid 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.
Matt Lenski of Arts & Sciences directed this spot out of CPB, with CGI work done by Artjail.
Client Domino’s Agency CPB D’Arcy O’Neill, Kelly McCormick, creative directors; Jake Roberts, Dylan Cimo, associate creative directors; Rachel Noonan, executive producer. Production Arts & Sciences Matt Lenski, director; Ken Seng, DP; Marc Marrie, managing partner/exec producer; Christa Skoland, head of production; Kristin Porter, line producer. Editorial The Den Andrew Ratzlaff, editor; Mary Ellen Duggan, co-owner/exec producer. Color a52 Color Paul Yacono, colorist. VFX & Finishing Artjail John Skeffington, exec producer; Steve Mottershead, executive creative director; Ross Denner, creative director/VFX supervisor/3D lead; Perry Tate, producer; Christoph Schroer, 2D lead; Dayung Jo, Giulia Barta, Emily Bloom, Jeremy Lloyd-Styules, Eric Conception, Fred Kim, 2D artists; Tyler Gibb, Tim Haldeen, concept artists; Juan Carlos Barquet, Sandor Toledo, 3D lighting/look development; Han Hu, Jacob Fradkin, 3D animators; Ohad Bracha, Justin Diamond, 3D models; Ben Elliot;, Eban Byrne, 3D FX; Andreas Wetteborn, motion capture tech. Music Walker Music Stephanie Pigott, Sara Matarazzo, exec producers; Danielle Soury, producer. Audio Lime Studios Matt Miller, sound designer/mixer; Ian Connie, assistant mixer; Susie Boyajan, exec producer.