Domino’s have a legacy of playful innovation. Netflix had season 4 of Stranger Things to promote. The resulting partnership birthed a dream brief that asked one not-so-simple question: what if we could order pizza using nothing but our mind? In close collaboration with WorkInProgress, Domino’s, and Netflix, we designed, built and launched a mobile application that did just that. Well, kind of.

We immersed players inside a Hawkins Lab observation room where they got a taste of Eleven’s origins as the test subjects in a rogue MindOrdering experiment. Players learned how to harness their telekinetic abilities, triggered through facial-gesture recognised controls, before using their newfound abilities to explore their environment, and, eventually, order a real life pizza. The experience was packed with fun fan-centric easter eggs, and also offered the option to play for fun, which saw the players pizza delivered to the Upside Down.

The app also featured a screen-reader compatible version for accessibility, so everyone could experience the power of telekinesis.

As the Creative Director for production, I took ownership of this project from green-light, until the very end. We reimagined the initial pitch to create an even more fun and exploratory experience that rose to the challenge of immersing players in the world, with minimal touch-input. Since this project had many moving parts, I played a very hands-on role overseeing all things creative; from jam sessions over the wires, pixel pushing in the hi-fi’s and feeding back on one of the 100+ spacial audio assets, to collaborating with our talented 3D Art Director and problem solving with our tech team. It was a truly a team effort, but my role put me at the center of the collaboration.