HEARTBREAKERS PIZZA
Challenge
Ottawa has no shortage of pizza restaurants, making it difficult for a new spot to stand out. Heartbreakers Pizza wasn’t just launching a restaurant—it was opening during the uncertainty of COVID-19, where photography and social media would play a crucial role in defining its brand and attracting customers. In a market filled with visually polished but often generic food photography, the challenge was creating an identity that felt distinct, personal, and true to the restaurant’s character.
Strategy
To set Heartbreakers apart, we leaned into a raw, energetic photography style—one rooted in the point-and-shoot aesthetic that first shaped my early days of shooting bands in Ottawa. This approach gave the images an authentic, lived-in quality that felt spontaneous rather than staged. More than just visuals, the creative process was deeply collaborative. The Heartbreakers team had a strong vision for their brand, often pushing the style further than even I expected. Frequent visits, ongoing conversations, and a genuine relationship with the team meant the ideas kept evolving. Whether it was capturing the warmth of the restaurant, the energy of the kitchen, or Murphy in a Wonder Woman costume (or was the unicorn better?), the content remained fresh, playful, and true to Heartbreakers’ personality.
Solution
Over the past five years, this creative collaboration has built a library of content that keeps Heartbreakers’ social media presence dynamic and recognizable. Their account stands out in a crowded industry, helping them carve a distinct identity through photography that is bold, fun, and unmistakably them. Heartbreakers also became the first subscriber to [un]common sessions, using the platform to keep their visuals fresh while supporting a creative community. What started as a restaurant launch turned into an ongoing partnership, proving that great content—and great relationships—are key to long-term success.
