Chipotle and agency Venables Bell + Partners have launched the third iteration of the “Behind the Foil” documentary-style TV campaign in collaboration with famed documentarian Errol Morris of Moxie Pictures.
Behind the Foil features unfiltered testimonials from real team members about the impact Chipotle has had on their lives, as well as a glimpse into daily preparation using real ingredients and classic culinary techniques, a key differentiator for Chipotle. The campaign puts transparency at the forefront without employing typical advertising tools like scripts or music.
The latest campaign features five Chipotle restaurant team members: Cheyenne, Christina, Ehan, Shawn, and Skye. In this spot, we meet Cheyenne as she prepares and talks about guacamole.
CreditsClient Chipotle Agency Venables Bell + Partners Paul Venables, founder; Will McGinness, partner, chief creative officer; Kate Marceau Jeffers, president/partner; Hilary Coate, head of production; Dennis McKinley, executive producer; James Duffy, Greg Coffin, creative directors; Diego Zelaya, sr. art director; Michael Ng, sr. copywriter. Production Moxie Pictures Errol Morris, director; Robert Fernandez, exec producer; Jodi Fisher, head of production; Julie Bilson Ahlberg, producer. Editorial Arcade Edit Kim Bica, editor; Crissy DeSimone, exec producer; Wendy Umanzor, producer.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More