Creative Director, The Sheppard Group

Pizza Hut launched a national ops initiative to improve accuracy and consistency and needed a creative hook to engage both internal teams and franchisees. We developed the ICONIC CHECK campaign, transforming a simple receipt step into a recognizable brand moment.

My role:

• Developed the campaign concept and messaging approach.
• Scripted and directed the launch video, ensuring tone and storytelling resonated with internal audiences.
• Supervised post-production and narrative flow to emphasize brand standards.

The impact:

• Rolled out system-wide as a national brand touchpoint.
• Earned unexpected cultural traction, including social media buzz (Reddit users asking, “What is an ICONIC CHECK?”).
• Reinforced franchisee adoption of quality control standards through creative storytelling.