CR Blog
Johnny Kelly film for Chipotle Mexican Grill
Advertising, Music Video / Film
Posted by Eliza Williams, 31 August 2011, 16:10 Permalink Comments (19)

Johnny Kelly has created this delightful animation for Chipotle Mexican Grill, which features a specially commissioned cover of Coldplay track The Scientist, by Willie Nelson...
The film tells the story of a farmer who slowly turns his farm into an industralised animal factory, before deciding to opt for a more sustainable future. Nelson's version of The Scientist was commissoned especially for the film, and is available to download here, with all proceeds from the sales going to the Chipotle Cultivate Foundation, which is "committed to creating a more sustainable and healthful food supply and to raising awareness concerning food issues".
And here's a time-lapse film recorded by Max Halstead during the shoot at Clapham Road Studios UPDATE: unfortunately the time-lapse film has now been taken down from Vimeo so we have removed the link here.
Credits:
Creative director: Todd Hunter
Creatives: Jesse Coulter, Ricardo Viramontes
Direction and design: Johnny Kelly
Production company: Nexus
19 Comments
Lovely style, very well executed, and delivers a message. Winner all round I'd say.
2011-08-31 16:26:37
Loved it, great idea, great execution.
2011-08-31 16:28:07
Wow. Powerful, wonderful, charming, and many other complimentary words. Bravo.
2011-08-31 17:28:52
Fantastic! An effective solution to showing something that is often portrayed in a much sinister way.
2011-08-31 17:42:13
I hate coldplay with a passion, but I like this.
2011-08-31 19:44:36
First it's really beautiful ...Secondly, its simple message is strong and will leave in people's mind something: to think about our food. What I really like is the idea to create commercial/short films that entitle the customer to think afterwards, not the usual punch in your face that advertisers like to do. Congrats, it's awesome.
2011-08-31 20:48:54
find the ad FANTASTIC, really fantastic, but -- cough cough - - adopts sombre tone - is this the same Chipotle with the dire record for treating its (human) employees? i suppose this is about brand positioning la la la but the touchy feely ad jars with me rather than changing my perception of the company
2011-08-31 23:34:01
Johnny Kelly is an incredible talent, every project he's done has been better than the last... Blows my mind thinking how he brought this all together so best to leave that with his brain... Beautiful!
2011-09-01 10:50:34
this stop mo amazingness!!!! Simple amazingness ! Swooping cam very good! I want to work on this!!
2011-09-01 12:10:00
Beautifully conceived. Stunning, Oooooh if only life was so simple....
2011-09-01 12:51:54
...very nice though I don't understand why to do a "3D work based on primitives" in a physical way...
2011-09-01 16:20:09
Great stuff, lovely clean feel. Nice to se the inside of Clapham road again too.
And in answer to the previous post........because it's better! - light, texture, everythjing.
2011-09-01 17:25:17
Outstanding!!
I've been to their places twice now, and their product on a good day is just: so-so.
However, this video is great without saying or having their logo everywhere. So hats off to the executives at Chipotle for not insisting that Johnny slap it everywhere.
Beautiful.
2011-09-01 18:27:28
Ace I bought the TUNE! not the farm ha! ha!
2011-09-02 02:05:56
Super stuff. Shame it's an ad really!
2011-09-02 12:38:38
why is the video private? can't view it
2011-09-02 17:15:10
@James
Hmmm, not sure why they've done that, it was OK before. We'll look into it
2011-09-02 17:21:15
I LOVE IT !
If people had to actually kill and gut for themselves what they eat, and not just take the sanitised plastic coating off it, the world would be a better place.
2011-09-05 12:53:27
Really beautiful and moving. The music and the lighting and the pacing were all excellent.
This was captured with a Canon EOS 5D Mark II and our Dragonframe stop motion software.
2012-01-16 16:35:19
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