Bringing one of PizzaExpress’ most iconic menu items to life in a playful and unexpected way, photographer and director Sara Morris shot and directed this stills and motion campaign celebrating real food, real craft and the joyful spirit of the World Cup 2026.

The concept, created by Ed Shore and the team at PizzaExpress, was simple but brilliantly clever: turn PizzaExpress’ famous Dough Balls into tiny footballs.

And importantly, they really are Dough Balls. Our brilliant food stylist Seiko Hatfield worked her magic on the real thing, carefully shaping and styling each tiny ball of dough to create the perfect miniature footballs. The result is tactile, playful and completely rooted in the food itself.

Sara brought the idea to life through her precise approach to lighting, composition and movement, capturing the texture and personality of the Dough Balls across both stills and motion.

We had a brilliant team behind the shoot, with Alex Campbell as DOP, Emily Edwards assisting on set and seamless production from Twin Productions. The final imagery was expertly retouched, edited and graded by The Forge, with a light touch that kept the real food and the idea front and centre.

A clever, joyful concept brought to life with a brilliant team and a lot of very tiny footballs.

Check out our BTS below to get a feel for how it all came together!

Creative: Ed Shore / PizzaExpress
Photography & Direction: Sara Morris
Food Styling: Seiko Hatfield
Production: Twin Productions
DOP: Alex Campbell
Assistant: Emily Edwards
Edit, Retouch & Grade: The Forge

#PizzaExpress #WorldCup2026 #TheBeautifulGame #FoodPhotography #CreativeProduction #Advertising #FoodStyling #MotionCampaign