CHIPOTLE - A FUTURE BEGINS

2020 - EXECUTIVE PRODUCER | HEAD OF PRODUCTION, OBSERVATORY

In 2011, Observatory helped Chipotle launch its Cultivate Foundation into the world with a two-minute, stop-motion animated film “Back to the Start.” It told the story of a farmer’s evolution from small, sustainable farming to industrial farming, before he realizes his mistake and returns to his roots. It famously featured Willie Nelson covering Coldplay's "The Scientist".

In 2020 we were invited back to create the sequel focusing on the human side of farming and the difficulties of passing an agricultural business down to the next generation. Expertly crafted once again with Johnny Kelly and Nexus Studios, the sequel follows an aging farmer and his son who leaves for the city, only to later return with a new family, fresh business ideas, and sustainable techniques to save the family farm. A Future Begins far-exceeded the success of its predecessor on engagement, efficient reach, and more – and garnered the highest social engagement of any piece of Chipotle brand content or advertising in company history.