At a time when Chipotle was generating plenty of headlines, its first national campaign shifted the spotlight back to the ingredients.

Tasked with showcasing Chipotle's real ingredients and newest menu additions, we created social-first content designed to stop thumbs and spark cravings. The work ranged from interactive story experiences to hundreds of paid ads built from a surprisingly small set of ingredients.

Playing with the functionality of Instagram and Snapchat stories, we created interactive videos that drove user engagement and completion rates.

We created more than 200 paid social ads with a limited library of photos by serving saucy headlines and stretching burritos to impossible lengths.

Outcome

This work was part of Chipotle's first campaign with Venables Bell + Partners, a major brand effort that helped shift the conversation back to what set the company apart: real ingredients. Through humor, transparency, and bold visual storytelling, the campaign earned industry recognition and was featured in Adweek.

Team

Creative Director
Tom Sharpf

Art Director
Paul Rice

Copywriter
Sarah Wagner

Designer & Animator
Alexis Hazlewood

Producer
Kimberly Lewis