Domino’s is taking the twin marketing trends du jour—authenticity and crowdsourcing—to heart. Its latest effort via Crispin Porter + Bogusky solicits user-generated photos of its pizza for use in ads. The company is making a pledge to stop manipulating its pizzas for ad photos. To prove its cred, it pulls back the curtain on what goes into making fast food look delicious in ads. The video below is pretty fascinating for those of us who’ve never been on a food-porn set. The primping of a pizza involves everything from nailguns to Q-tips to blowtorches. We’ll see how the candid shots work out. I’m guessing this trend will not take hold across the fast-food industry, judging by this ads-vs.-reality compilation.