A pizza that never ends, ten years on

The brief

Perpetual Pizza began as a side project by our founder, Callum, more than ten years ago: a single-page website with one job, showing a pizza that never ends. Every pizza is a topping on a bigger pizza, which is a topping on a bigger one still, forever. It was picked up by Laughing Squid in 2015 and has kept people zooming ever since. A decade on, it deserved better than an old looping animation, and it was the perfect test of how far AI could take a project on its own.

What we did

• Used the latest frontier AI model for the whole rebuild, from start to finish: designing the look, modelling the pizza and its toppings in 3D, and writing every line of code, with Callum directing and reviewing each step.
• Rebuilt the pizza as a real-time 3D scene that runs in the browser, so it zooms smoothly at any screen size instead of playing a fixed clip.
• Added a Customise panel: choose the speed, spin and direction of the zoom, move the camera angle and lens, and pick your toppings from pepperoni, mushroom, basil, olives, jalapeño and ham.
• Added eight looks, from pixel art and oil painting to old film, VHS, CRT and two increasingly unwise psychedelic ones.
• Saved every setting in the link, so anyone can share their own pizza exactly as they made it.
• Kept the loading screen honest about what is happening: “Preheating the oven”.

The result

More than ten years after it first went live, Perpetual Pizza is still never ending, and now every visitor can make it their own. It is a small, silly project, but one we are proud of. It shows how much a frontier AI model can design and build when a person keeps a clear eye on the result, and the same approach now speeds up our client work. It is also still a lot of fun.