Brand Strategy and MTV worked with Crust to produce a brand campaign designed to engage with Millennials and reverse a downwards trend in premium pizza consumption. From producing the original pitch document to project managing the pre-production, I was instrumental in the pitch, conversion and client management of this campaign.

Kicking off with a 2′ Music Video, MTV created a music video that introduced the concept of ‘upper-crusting’ your pizza night. To support this concept and really engage with consumers we produced 5 x 30″ Instructional videos on upper-crusting everyday items into cool hipster chic. This was supported with a native series on Junkee.com and a media plan that included the Ignite network on air and online as well as activity across Outbrain and Facebook.

Produced and Directed by Collider