Helped develop the campaign concept around the idea that unexpected combinations often make the best pairings—just like pizza on a bagel. These unexpected combinations became "bite-size debates." This central creative idea became the foundation for multiple campaign films and executions.

Developed the campaign's illustration and animation style, creating a playful visual system that carried the concept consistently across films, out of home and digital content.  

Contributed to concept development, scriptwriting, and creative execution throughout the campaign.