Culture Animation

More Than Great Pizza

PizzaExpress has always been about more than the food.

Of course, the pizzas are iconic, but it’s the people behind them who bring the brand to life every day. From the chefs hand-stretching dough in the kitchen to the teams welcoming guests through the door, there’s a culture that runs through every restaurant — one built on passion, creativity and genuine hospitality.

When PizzaExpress asked us to create an animation celebrating that culture, we wanted to make something that felt every bit as warm, expressive and full of personality as the people it represents.

Inspired by Illustration

The visual direction took inspiration from the distinctive hand-drawn work of illustrator Pol Montserrat, whose expressive line work and characterful style perfectly complemented the energy of the PizzaExpress brand.

Rather than aiming for polished realism, we embraced an illustrated world full of movement, texture and personality. Every frame was designed to feel handcrafted, giving the animation an approachable, human quality that reflected the people at the heart of the business.

The result is playful without feeling childish, artistic without feeling overly complicated, and instantly engaging from the very first frame.

Celebrating Every Role

The animation follows the journey of the people who make PizzaExpress what it is.

We move through kitchens where dough is expertly stretched and fresh ingredients are carefully prepared before following the action onto the restaurant floor, where warm welcomes, shared meals and memorable moments unfold.

Rather than focusing on individual job titles, the film celebrates how every role contributes to the overall experience. Whether someone is making pizzas, serving guests or supporting the team behind the scenes, everyone plays a part in creating the atmosphere PizzaExpress is known for.

It becomes a celebration of teamwork, creativity and shared purpose.

Hand-Drawn Storytelling

The hand-drawn style gave us enormous creative freedom.

Fluid transitions allowed scenes to evolve naturally into one another, while expressive illustrations brought energy and movement to every moment. Characters interacted seamlessly with their surroundings, creating a world that felt lively, optimistic and full of charm.

The animation itself became part of the storytelling, reinforcing the idea that PizzaExpress is a brand built on creativity, craftsmanship and people. Every line, every transition and every illustrated flourish was carefully considered to support that message.

Bringing Brand Values to Life

Communicating company culture can often feel abstract. Rather than relying on lists of values or corporate messaging, we focused on showing those values in action.

The animation celebrates collaboration, care and pride in the work, illustrating the small everyday moments that define the PizzaExpress experience for both employees and customers alike.

By telling the story visually, the film feels authentic and relatable, inviting viewers to connect emotionally with the brand rather than simply learn about it.

An Animation Full of Personality

Projects like this remind us why animation can be such a powerful communication tool. Without filming a single live-action scene, we were able to create an entire world that perfectly captured the spirit of PizzaExpress — warm, welcoming, creative and full of life.

Inspired by beautiful illustration and driven by thoughtful storytelling, the finished animation celebrates the people behind the pizzas and the culture they’ve built together.

Because great brands aren’t defined by what they make. They’re defined by the people who make them.