Radar Studios director Sam Macon just finished up work on a unique stop motion animation piece for Qdoba Restaurant Corp. and agency Amalgamated LLC.. Highlighting the fact that every Qdoba Signature Burrito is handmade, the spot follows the path of the vegetables and other ingredients as they’re prepared and ultimately assembled into a burrito.
The unique style of stop motion animation was employed with a desire to draw distinction between Qdoba’s fresh Signature Burritos and the offerings typically found at other food chains. With the prevalence of overly slick, computer generated animation being the hot style of the moment, Macon created a spot that stands out by using “in-camera” animation techniques with a twist. Otherwise inanimate ingredients and kitchen utensils are brought to life in a rhythmic, playful way.
When asked about what he’s taking away from the project, Sam commented, “Working on this Qdoba spot was a great opportunity to revisit, and ultimately reinvent a style of stop motion animation that I had begun to develop on an earlier project. It was great to work with a creative agency and open-minded client willing to embrace the improvisational, on-the-spot inventiveness that the project required to really succeed.”
The spot begins airing this week.
AGENCY AMALGAMATED LLC., New York, NY
Tommy Noonan, Senior Art Director; Laura Potsic, Senior Copywriter; Claire Londa, Executive Producer; Pete Haney, Account Supervisor
PRODUCTION / POST COMPANY RADAR STUDIOS, Chicago, IL
Live Action Sam Macon, Director; Lisa Masseur, Executive Producer; Jonah Mueller, Producer
Post Production Brian Willard, Editor; Graham Gangi, Producer
CLIENT QDOBA RESTAURANT CORPORATION, Wheat Ridge, CO
Karen Guido, VP of Marketing; David Craven, Director of Marketing; Ted Stoner, Dir of Strategic Prod. Dev.; Michael Gieseman, Food Research Specialist
