Short of the Week

Back to the Start

Branded Content for Chipotle, this short animation from RCA-grad Johnny Kelly uses stop-mo, clean designs and Willie Nelson (!) to tell a touching story of sustainable agriculture.

Johnny Kelly graduated from the Royal College of Art in 2007 and his diploma film, Procrastination, made quite a splash online a couple of years back. Nowadays he’s more into commercial gigs via London’s esteemed Nexus Productions, but of course that doesn’t preclude creating work of high artistic value. Case in point, his new short animation for the Chipotle fast food chain is stellar on most every level, and is one of my favorite branded content pieces of the year.

Chipotle touts themselves as top of the industry in terms of environmental impact and promotion of sustainable farming technique. Kelly’s piece very eloquently dramatizes the story of a farmer who abandons his small farming practices in favor of impersonal technologies of scale. But, a crisis of conscience takes hold and the farmer opts to return to his low-impact ways. All the while, Willie Nelson is singing a cover of Coldplay’s “The Scientist”, you know the one that goes “…I’m going back to the start”. Cute, succinct, and a solid match to Chipotle’s brand philosophies. Overall a winning piece. There is now a cool timelapse of the project creation up on Vimeo, so check it out as well.

 

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Co-Founder of Short of the Week, Sondhi lives in Brooklyn working as a Curator for Vimeo. Follow his musings on online video, direct distribution and branded content: @jasondhi.
  • Flora Maringoni

    hi, I’m having a problen to watch this short, everytime that i try to see it, the new window that supposedly will open the movie, open first page where is to click to see the movie, and I click to see it again, and pass the same thing.. like oppen a window inside the new window…

    any idea of what could be?
    thanks
    Flora

  • http://www.facebook.com/jasondhi Jason Sondhi

    Dunno what the issue was, but a lot input data for this post had gotten messed up. Should be fixed now. Thanks for bringing it to our attention.

  • Hans Jákup Eiðisgarð

    I am guessing that this could’ve turned out differently for me if they had used the original Coldplay version of “The Scientist.” That was just an awful, awful version of that song. Absolutely horrible.  

  • Hans Jákup Eiðisgarð

    I am guessing that this could’ve turned out differently for me if they had used the original Coldplay version of “The Scientist.” That was just an awful, awful version of that song. Absolutely horrible.  

  • http://www.facebook.com/jasondhi Jason Sondhi

    New Chipotle short film. Not so good, but a fascinating choice of topic for a branded film.

    http://creativity-online.com/work/chipotle-abandoned/24807