DXP
There are a lot of cars made for driving.
We built the only car made for pizza delivery.
Domino’s spent years perfecting their pizza, but was missing the perfect way to deliver it. You know, something better than a used Honda Civic with a missing hubcap that’s typically sported by delivery drivers. Pizza deserves better. It deserves a first-of-its-kind, purpose-built delivery vehicle with a warming oven in the back seat that keeps pizza toasty from the store to your door. And so we made one. Actually, we made 150 of them.
In partnership with Chevrolet, The Domino’s DXP is a real pizza delivery car equipped with a built-in warming oven, custom drink and napkin holder, iridescent decals, ground effect lights for path illumination, and more to deliver pizza better than ever.
Like any car, it needed its own website. Working with Stink Studios, we reimagined a digital automotive experience with the DXP at the core, inventing an intuitive method of exploration. Scrolling vertically drove the car forward and backward on a pizza delivery route in a custom-illustrated town. Along the way, users learned details about the DXP’s features, and caught a few Easter eggs from the brand’s history.
As far-fetched as a pizza company building its own car sounds, it’s real. Really. Don’t believe us? We also produced a mini-documentary to give people a peek behind the curtain of the DXP manufacturing process, and the engineers that brought it to life.
