Build Your Team
While working at Fireaway, I developed Build Your Team, a World Cup 2022 campaign designed to drive sales of the Build Your Own pizza range. The concept played on football fever, positioning pizza toppings as players on a pitch and inviting customers to “build” their ultimate team. By connecting the excitement of the tournament with Fireaway’s unlimited toppings offer, the campaign created a fun, timely hook that boosted engagement and reinforced the brand’s customisation-first identity.
CAMPAIGN CONCEPT DEVELOPMENT, PROMOTIONAL STRATEGY, CREATIVE IDEATION, PARTNERSHIP, CREATIVE PRODUCTION, VISUAL STORYTELLING, INITIATIVE & OWNERSHIP, ON-SET DIRECTION, EDITING AND POST
WHERE IT WAS FEATURED:
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Out-of-home advertising
THE BRIEF
During my time at Fireaway, I was tasked with creating a timely, sales-driven campaign to capitalise on the 2022 World Cup and increase uptake of the Build Your Own pizza range. The objective was to connect the excitement of the tournament with Fireaway’s unlimited toppings proposition, driving footfall, boosting average order value, and strengthening brand engagement during a high-traffic sporting moment.
THE PHOTOSHOOT
The photoshoot brought the campaign concept to life by turning pizza toppings into playful “players” within a football-inspired visual world. I organised and directed the shoot, working closely with the photographer to ensure the final imagery captured the energy, personality, and competitive spirit of the campaign while remaining unmistakably Fireaway.
THE ADVERT
Using the final photography assets, I rapidly developed a full suite of campaign visuals that maintained consistency across large-scale outdoor formats and digital touchpoints. The campaign was rolled out nationally through Clear Channel bus shelter advertising, bringing the Build Your Team concept to high-footfall locations across the UK throughout the World Cup period.
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