In support of this year’s Boorito fundraiser (for the Chipotle Cultivate Foundation), Chipotle has produced a companion short film in conjunction with New York based studio, Piro, entitled Endless Line. The humorous film features a customer entering a fictitious fast food restaurant (Cheap-otle) where she discovers what Chipotle would be like if it served traditional fast food rather than cooking by hand. It follows her as she orders from an endless line of workers, each adding a different artificial additive to her meal. Rather than accept her artificially flavored, colored, and processed meal, she questions where the “real” ingredients are. The short video concludes with the line: “Unnecessary additives are creepy.”

Tim Piper of Piro directed Endless Line while also serving as exec producer and a co-writer.

Credits

Client Chipotle Mark Crumpacker, chief creative & development officer; Mark Shambura, director brand marketing; Ryan Murrin, director of advertising; William Espy, brand voice lead; Carly Atto, marketing project manager; Anna Tou, brand design lead. Production Company/Agency Piro Tim Piper, director/executive producer/writer; Daniel Rosenberg, executive producer/writer; Jeff Astrof, writer; Josh Rothfeld, producer; Haley Papageorge, production manager; Christophe Lanzenberg, DP; Matt Duncan, production designer; Mark Kaufman, 1st AD. Postproduction Mike Feldman, editor; Michael Uys, post producer. Postproduction Company 3 Damien Vandercruyssen, colorist. Sound Design/Mixing Color JD Heilbronner, sound designer/mixer. Music Jordan Yeager. VFX Matthew Lincoln, Perry Kroll. Casting Grande Morris

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