'Domino’s launched Doughback, a hero film celebrating 40 years of the brand in the UK and introducing a limited-edition 1980s merch range. Directed by Will Norman and shot by Rick Joaquim, the film reimagines a simple pizza delivery as a surreal night-time drive through a heightened retro world.
The journey takes viewers back through beloved parts of the 1980s, from Hollywood blockbusters to long-lost UK high street shops like Woolworths, alongside BMX bikers and lycra-clad mums mid home workout. Along the way, the Domino’s delivery vehicle transforms through a series of set pieces, entering a Tron-inspired digital world, becoming a miniature Scalextric car, and bursting through a billboard advertising the brand’s first UK store.
Performances are intentionally amped up, with actors embracing a playful, exaggerated tone. Shot using a combination of practical production, green screen, VFX and AI, the film blends live action and digital techniques to build a cohesive fantasy environment.
The result is a bold, cinematic campaign that captures the energy, humour and iconography of the 1980s while celebrating Domino’s legacy in the UK.’
