Consider this the birth of a notion as directed by Noam Murro of Biscuit Filmworks for BBDO New York.
This GE short depicts the birth of an idea–which is in the form of an odd looking, initially ostracized creature. Rejected everywhere, this idea finally stumbles into GE’s offices where it is nurtured, realizes its full beauty and potential, and gains the proper credit it deserves.
The film is intended to resonate with recent college graduates thinking about their careers—an audience GE is hoping to reach with this message.
The film will be posted across all of GE’s social channels from Facebook and Twitter to LinkedIn, Tumblr and others.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, New York, & copywriter; Michael Aimette, executive creative director; Ralph Watson, Matt Vescovo, supervising art directors; Diane Hill, executive producer; Rani Vaz, head of music production. Production Biscuit Filmworks Noam Murro, director; Eric Schmidt, DP; Jay Veal, line producer. Editorial Rock Paper Scissors Stewart Reeves, editor; Luke McIntosh, assistant editor; Malanie Gaglianol producer. VFX Legacy EFX, puppets. Alan Scott, chief of design. VFX Method Studios Gabby Gourrier, EP; Pip Malone, producer; Rob Hodgson, VFX supervisor; Keith Roberts, animation & co-VFX supervisor; Nicole Saccardi, coordinator; Brian Burke, CG supervisor; Matt Williamson, Aaron Schultz, animators; Mark Renton, conform artist; Sandro Blattner, compositor; Lyndsey Horton, Ryan Rogers, riggers; Schoichi Matsubara, lighter; Brian Ripley, texture artist; Chad Roen, modeler; Johnny Andow-Barker, tracking coordinator; Lauren Van Houten, tracking lead; Rebecca McKee, tracking artist; Pam Gonzales, paint artist; Crystie Schrecengost, Marvin Jones, roto & paint artists; Stephanie Sweeney, roto & paint supervisor. Music/Sound Design Emoto Steve Hampton, composer. Audio Post Heard City Keith Reynaud, mixer.
Chipotle Mexican Grill has rolled out this animated short film, “Unfolded,” which showcases sustainable agriculture comparable to Chipotle’s Food With Integrity principles. Chipotle premiered the film last week as a national TV ad on Roblox to showcase the importance of the farming community that grows real ingredients like those served in Chipotle’s restaurants. Chipotle is billed as the first restaurant brand to unveil a national TV ad in the metaverse. Free entrees were given to the first 50,000 Chipotle Rewards members who viewed the ad on Roblox
In conjunction with the film and as part of the commitment it announced in 2021 to contribute $5 million to support young farmers, Chipotle is donating $2 million across four leading universities, The Ohio State University, Cal State Monterey Bay, Colorado State University and the University of Florida, to support the future of farming. These donations are funded from Chipotle’s initiative to contribute 5% of profits from its sales of Tractor Beverages to support farmers.
Inspired by the company’s purpose to Cultivate a Better World, “Unfolded” brings viewers through an animated world, diving into a Chipotle bag that unfolds into a paper world. The short film depicts industrial farms transformed into vibrant, polyculture farms with diverse and organic crops, symbolizing Chipotle’s efforts to support farmers who prioritize sustainable agricultural practices. The brand serves Responsibly Raised® proteins, and dairy from pasture-raised cows, as seen from an allegorical Chipotle truck moving through farmland on its way to its final destination. The film, created by Venables Bell & Partners and directed by Yves Geleyn via animation studio Hornet, ends with fresh, colorful produce being... Read More
