Set to the song “Pure Imagination” from the film Charlie and the Chocolate Factory, the film’s central character is a scarecrow who’s job of defending real food crops has been twisted by his employer “Crow Foods” into a job supporting the very worst aspects of the industrialized food industry. Our hero eventual rebels and finds a way to remain true to his himself. The campaign is intended to communicate Chipotle’s unyielding commitment to serving food prepared using classic coking techniques and responsibly raised ingredients.

• Agency: CAA Marketing & Chipotle Internal
• Animation: Moonbot Studios
• Directors: Limbert Fabian, Brandon Oldenburg
• Producers: Lampton Enochs, William Joyce
• Music: Fiona Apple
• Music Supervision: Duotone Audio Group