California Pizza Kitchen invented California style pizza in 1985.
But, despite their ground-breaking past, they struggled to get franchisees to view them as contemporary innovators.
To help them change their legacy positioning from "nostalgic novelty" to "consistently creative", I produced and directed the following "California Creativity" campaign.
These spots (and associated print advertising strategy) showcased their flagship restaurants as they are today: vibrant, youthful, and creative.
To execute our vision, we shot in operational restaurants across Southern California.
Knowing we had a limited time to film before the crew would interfere with restaurant operations, I storyboarded the entire shot list in pre-production.
These drawings helped inform the production team, designers, and location managers, maximizing our budget and efficiency.
Get the California vibe from these social media cut downs: