chipotle
for real

When we first started working on the brand, the existing client was still shell shocked from the foodborne illness issue.
In fact, in their advertising they didn’t even want to talk about the one thing that differentiates Chipotle; the food. When the new marketers came on my partner and I saw an opportunity to go all in on what makes Chipotle Chipotle. Real food made, by real people, in real kitchens. We relaunched the brand with the For Real tagline, and brought back consumer confidence by leaning into what Chipotle does better than anyone else.

Behind the Foil
w/ Errol Morris

We took a tour of a local Chipotle kitchen, and their GM, Vicky said “I wish people knew what we did everyday. It’s like a real kitchen…”. So that’s exactly what we did. We hired Errol Morris to help us pull back the curtain in the ultimate anti advertising campaign, that just let the actual employees speak candidly about working at Chipotle. The work was quiet, raw, and disruptive, among all other advertisers trying to scream for attention.

Behind the Foil
Longform

And with a 9 day production full of interviews, kitchens and farms, we’d be remiss not to make films beyond the :30 mark. Because Errol Morris.

an avocado journey

From farm to foil in 13 years.