For years, Trisha Paytas had publicly and enthusiastically documented her love for Domino’s across platforms. It wasn’t sponsored. It was internet lore. Audiences already associated her with the brand long before a contract existed.
Our insight was simple: instead of manufacturing a partnership, we should formalize the one the internet already believed was real. The creative hinged on a self-aware, meta joke: you can’t personally wish a global brand happy birthday, but Trisha would try anyway.
In the hero launch video, she “surprises” a local Domino’s store by serenading two unsuspecting team members with a theatrical birthday performance. The humor was in her action of treating a global pizza brand like a close personal friend. It felt native to her world while honoring Domino’s legacy.
The goal wasn’t short-term performance. It was to create buzz on social with a brand-building moment that expanded Domino’s presence beyond its traditional audience and into deeply online communities.
We surrounded the launch with 10+ creators delivering birthday shoutouts, creating a surround-sound effect that made the moment feel culturally unavoidable.
The result was more than a partnership. It was the making of a long-running internet storyline official and a signal that Domino’s was willing to embrace internet culture.
Bringing this campaign to life required operating at the intersection of cultural sensitivity and production agility while also managing scale - all within an aggressive timeline.
Because Trisha was the centerpiece, we pitched concepts to Domino’s that felt native to her world while seamlessly integrating the brand. The campaign aligned with her “Trishmas” tour, which meant production had to work around live performances and a limited availability window. We had less than a month from concept to launch.
Filming had to take place near her home in Los Angeles and inside a real, operating Domino’s location. We sourced a local franchisee, coordinated extensively with the owner and store team, and scheduled an extremely early call time to avoid interrupting business hours. With limited square footage and active kitchen operations, production was lean by necessity.
At 8 AM, Trisha’s hair and makeup took place in the back of the store. Client video village operated from the parking lot. Audio was captured outside. Our 8-person crew had to prioritize speed, respect for store operations, all while maintaining performance energy.
Post-production required dual approvals from both brand and talent, which meant protecting tone on both sides. A key feature of the hero launch video was a nostalgic montage sourced from years of Trisha’s unsponsored vlog footage where Domino’s product was featured. Rather than stage fandom, we proved it by integrating real internet history into the creative.
Simultaneously, we activated 10+ supporting creators across platforms. We handled scripting guidance, timelines, usage coordination, and asset retrieval to ensure the birthday shoutouts created a surround-sound launch effect.
What makes this work unique is not just the scale, but how it was achieved. A small, scrappy agency team operated across strategy, production, influencer management, talent coordination, and post production. Titles blurred. Producers jumped into creative. Strategists were on set. Leadership managed contracts while also reviewing cuts.
This wasn’t a massive network agency machine. It was a nimble team executing a culturally delicate partnership at speed, and doing so in a way that felt effortless to the audience.
From first concept to live posts, the entire campaign came together in under 30 days - transforming long-running internet lore into a fully realized brand moment.
Our objective was to create a cultural splash that reinforced Domino’s brand relevance and the results validated that ambition across awareness and performance.
The campaign generated over 56M impressions across Instagram and TikTok, with an average engagement rate of over 4% - nearly 3x Domino’s previous benchmark. Supporting influencers contributed nearly 9M organic impressions, reinforcing the surround-sound launch strategy.
Paid placements scaled the moment further, delivering over 303M impressions across channels.
Importantly, the work drove measurable business impact. The campaign included a FREE Lava Cake offer on any Domino’s order of $10+ with code HAPPYBDAY, driving over 65,000 redemptions in two weeks. The campaign proved that a culturally bold creator partnership could both build brand equity and drive revenue.
Sentiment was overwhelmingly positive. Comment sections across Trisha’s posts in particular, framed the collaboration as “long overdue,” while fan reaction videos extended the moment organically beyond brand channels. This signaled cultural resonance rather than forced promotion.
This wasn’t just a high-performing campaign. It marked a shift in how Domino’s shows up in culture and delivered results to match.
