Domino’s DXP

Funny, silly, and to the point is how I affectionately describe this particular piece of marketing for the “Domino’s DXP: Ultimate Pizza Delivery Vehicle” campaign. Domino’s was embarking on a huge branding journey (which is still active today) and needed help with the introduction of their new purpose-built delivery vehicle to the general public. In the past, they had only ever introduced new or limited-time menu items but had never promoted a tool used by their team. As such, our team was up for the challenge.

For this project we created a side-scrolling microsite which came to life with custom-made illustrations that we animated. The digital world used a parallax effect similar to 2D side-scrolling games popularized in ’80s. As users scrolled, a car went about making a delivery, passing through different scenes. Each scene contained messaging, highlighting key features, presented in a layout with custom artwork from an artist we hand-selected just for this project. Along the way, users encountered campy objects that were a bit out-of-place, but added some delight. The delivery concluded with the user entering their ZIP code to search for locations showcasing the new vehicle (and of course order pizza!).

As Director of DevOps, I was tasked with creating and maintaining the infrastructure necessary to run the website. To begin, I diagrammed all infrastructure components and services. Upon receiving our client’s approval on the approach, I requisitioned and configured each piece of infrastructure primarily on AWS. In addition to AWS, I used a separate CDN service to host static assets (e.g., videos) and provide edge-caching. The final piece of the DevOps outfit for this project consisted of a pipeline from our Git repository. The pipeline built, tested, and delivered each passing build to the infrastructure over an encrypted tunnel. I also had a minor development role on this one, creating some of the frontend in coordination with our dev lead.