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 delivered to a Chipotle restaurant that is prepared fresh every day to nourish the community it resides in.
“Unfolded” is brought to life by GRAMMY®-nominated singer/songwriter Halsey’s rendition of “She’s a Rainbow.”
“I had a blast collaborating with Chipotle on this creative piece that brings attention to sustainable agriculture and allowed me to cover such an iconic song in the process,” said Halsey.
James Duffy, creative director at Venables Bell & Partners, said, “It’s an ideal assignment to develop work for a brand that is changing the world for the better. ’Unfolded’ aims to tell an inspiring transformation story when Chipotle’s iconic brown bag unfolds into a vibrant world of color, music, and visual techniques. We’re grateful for the many talented folks involved in bringing this short film to life.
