Venables Bell & Partners has rolled out Chipotle Mexican Grill’s “Behind the Foil” campaign, billed as an intimate look into the company’s operations in its 25-year history. The documentary-style digital and TV spots, shot by famed documentarian Errol Morris via production house Biscuit Filmworks, aim to “pull back the foil” by featuring behind-the-scenes footage of Chipotle restaurants including Chipotle’s kitchens, equipment and prep routines, and featuring Chipotle employees and the farming partners that fuel the brand’s real ingredients.
The campaign provides unfiltered and emotional testimonials from Chipotle team members about the impact Chipotle has had on their lives, as well as a glimpse into the daily preparation of Chipotle’s fresh ingredients.
In this spot, Chipotle worker Krista shows us the simple process she uses to make guacamole–while building her muscles.
Credits
Client Chipotle Mexican Grill Agency Venables Bell & Partners Paul Venables, founder/chairman; Will McGinness, partner, executive creative director; Tyler Hampton, creative director; James Duffy, associate creative director/copywriter; Greg Coffin, associate creative director/art director; Hilary Coate, director of integrated production; Amy Gatzert, executive producer; Katherine Bruens, DP Odishoo, producers; Michael Davidson, head of strategy; Brian Longtin, strategy director. Production Biscuit Errol Morris, director; Peter Deming, DP; Mercedes Allen / Rachel Glaub, heads of production; Jeff McDougall, exec producer; Julie Ahlberg, line producer; Steve Hardie, production designer. Editorial Arcade Kim Bica, editor; Fernando Raigoza, jr. editor; Eileen Miraglia, Drew Neuhart, assistant editors; Damian Stevens, managing partner; Crissy DeSimone, exec producer; Kirsten Thon-Webb, heads of production; Rebecca Jameson, Cristina Matracia, sr. producers. Sound Design/Final Mix One Union Joaby Deal, lead sound designer/mix engineer. VFX Timber Jonah Hall & Kevin Lau, creative directors/partners; Sabrina Elizondo, exec producer; Melody Alexander, head of production; Chris Homel & Chris DeCristo, Flame artists; Brack Hightchew, Flame assistant; Emily Avoujageli, sr. producer; Zach Carnes, graphic artist. Color Company 3 LA Stefan Sonnenfeld, colorist; Gabriel Wakeman, color producer.
For World Cancer Day (Feb. 4), Gustave Roussy, a treatment center in France ranked number one in Europe and number four in the world in the fight against cancer, is once again speaking out through film. “Lucie” retraces the life of a young woman, from her birth, her joys, her encounters and her trials, in particular the illnesses she faced or may have faced (if not vaccinated) during her life but which did not kill her thanks to advances in science and medicine, including the discovery of her rare cancer at the age of 36.
Conceived by Publicis Conseil and directed by Jaco Van Dormael via production company Hamlet, “Lucie” takes the gamble of using almost exclusively scientific images to tell this story (scanners, MRIs, microscopes, 3D). It highlights the beauty of these images beyond their raw meaning, the poetry that can emerge from them to pay tribute to all the researchers, doctors and specialists who over the centuries have transformed what were once serious illnesses into benign ones, saving many lives in the process. Like most of us, Lucie lives her life without even thinking about all the times when science and medicine have enabled her to go on living.
“In a world where cancer affects one person in two and more and more young adults, we want to show that the disease is a stage in life from which the majority of sufferers are now recovering, thanks to scientific progress. Lucie’s story is the story of thousands of patients. This film makes Gustave Roussy, its doctors, researchers and professionals part of the history of major scientific advances,” said Professor Fabrice Barlesi, CEO of Gustave Roussy.
