Urban Pie Campaign

Client: Palermo Villa/Urban Pie
Role: Art Director, Photographer, Motion Designer
Deliverables: Social animations, product photography, digital display ads

The Brief

Urban Pie needed awareness-driving content showcasing their pizza and calzone
product line with appetite appeal strong enough to compete in the crowded
frozen food category. The challenge: make frozen pizza look crave-worthy on
social feeds where fresh food content dominates.

Creative Concept

I developed a photography-to-animation approach emphasizing fresh ingredients,
melty cheese pulls, and satisfying food reveals. The concept positioned Urban
Pie as “better frozen pizza”, quality ingredients and flavor profiles that
rivaled fresh, not typical freezer aisle fare.

My Role – Photography & Motion Production

Photography Art Direction:

Composed and shot all hero product photography with emphasis on appetizing
details: cheese stretch, fresh vegetables, golden crust texture

Directed lighting for maximum food appeal—warm tones, strategic shadows,
glistening ingredients

Styled shots showing both prepared product and fresh ingredient components
to emphasize quality

Post-Production & Retouching:

Retouched product photography enhancing color vibrancy and texture while
maintaining realistic representation

Composited ingredients and final product for layered storytelling

Created multiple variations (closeups, full product, ingredient details)
for animation and static use

Motion Design:

Animated photography in After Effects creating satisfying reveal sequences—
ingredients assembling, cheese pulling, final product hero moment

Designed kinetic text highlighting flavor names and key differentiators

Created platform-specific versions: vertical for Stories/Reels, square for
feed, horizontal for display ads

Optimized pacing for social stopping power (fast enough to grab attention,
slow enough to appreciate food details)

Multi-Channel Adaptation:

Digital display ads (970×250, 300×200) for programmatic and retailer websites

Social video for Instagram, Facebook, TikTok

Amazon video content for product detail pages

Static assets for email and print if needed

Outcome

The campaign’s food-forward photography and dynamic animations successfully
positioned Urban Pie as premium frozen pizza, driving awareness and trial
across digital channels. The modular approach—hero photography adapted into
multiple motion and static formats—delivered efficient, high-volume creative
production.