One of the things we talk most about in our work is how to use light to conjure a sense of time and place. The brief for PC’s new Black Label Frozen Pizzas, which are hand-tossed in Italy, was to celebrate the timeless craft of the pizzaiolo, and the authentic flavour of this Neapolitan-style pizza. We instantly saw the specific moment in time we wanted to create – a late September afternoon in Tuscany, with the scent of warm rosemary wafting into a sun-drenched stone kitchen… It was a luxury to conceive and build this delicious moment in time with our team, and our talented pizzaiolo, Fabrizio. The black & white sequences in our Director’s Cut are an homage to classic Italian cinema. LOBLAWS
