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

 

Smoked Brisket

Creative Directors James Duffy / Greg Coffin
Writer Bryson Schmidt
Art Director Nina Golik

 

Quesadilla

Creative Directors Greg Coffin / James Duffy
Writer James Duffy
Art Director Greg Coffin

 

Plant-Based Chorizo

Creative Directors Greg Coffin
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