Chipotle - The Food
Brand building, Super Bowl ads, and following an avocado’s journey are all fun and exciting. But none of that means anything if a brand doesn’t get its audience excited about the food. With all our product work we took an elevated approach, not relying on gimmicks or bells and whistles to sell the food. We worked with directors known for capturing a docu aesthetic, bur from an elevated cinematic lens.
Carne Asada - Directed by David Gelb
To launch their first new protein in over a decade, we needed to make a splash. Coming off the heels of the Errol Morris work, we thought it was a perfect fit to shoot with the director of the documentary Jiro Dreams of Sushi, and creator of Chef’s Table, David Gelb. He delivered.
Creative Directors James Duffy / Greg Coffin
Writer James Duffy
Art Director Greg Coffin
Queso Blanco - Directed by Clay Jeeter
The great thing about Chef’s table, is that it took many directors and DP’s to make so many episodes season after season. This talent pool became a great resource for all our product work. To launch their new Queso Blanco we focused our story around Chef Chad, Chipotle’s head chef that created the new product, only using a handful of all real ingredients.
Creative Directors Tyler Hampton / Greg Coffin
Writer Brian Mulligan
Art Director Paul Rice
Pollo Asado - Directed by David Gelb
Creative Director James Duffy
Writer James Duffy
Art Director Diego Zelaya
Smoked Brisket
Creative Directors James Duffy / Greg Coffin
Writer Bryson Schmidt
Art Director Nina Golik
Quesadilla
Creative Directors Greg Coffin / James Duffy / Tyler Hampton
Writer James Duffy
Art Director Greg Coffin
Plant-Based Chorizo
Creative Directors Greg Coffin / James Duffy
Writer Crocket Jeffers
Art Director Dwight Williams
Tractor Beverages
Bought a beverage company with the same values
Director James Duffy
Creative Directors James Duffy / Greg Coffin
Chipotle Rewards
This was in the early days, before really establishing the new For Real aesthetic. But it was a fun one.
Creative Directors Greg Coffin / James Duffy
Writer Steve Nass
Art Director Rebecca Schefkind