Chipotle
Chipotle's culture-driven fast food campaigns, CGI animations and brand collaborations
Featured Chipotle projects
This week's top Chipotle projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Chipotle · World Cup "Water Break"
Chipotle’s 'Water Break' project positions the brand within the context of the World Cup through a series of animated digital assets. The commercial centers on stylized product staging, featuring branded beverage cups and sports-themed elements set against a reflective studio environment. Produced by Day One Agency with animation by Henry McVay, the work leans into a high-production 3D render/CGI aesthetic. These vertical spots utilize clean, futuristic lighting to integrate promotional text overlays for digital advertising across mobile channels.
Chipotle · World Cup "Water Break" - BTS - Project Breakdown
This behind-the-scenes breakdown for Chipotle’s World Cup 'Water Break' project provides a look at the CGI and 3D modeling processes used to bring the campaign to life. The piece focuses on the technical execution of assets, featuring detailed fluid simulations of lemonade, branded beverage cups, and a soccer ball integrated into a studio environment. Produced by Day One Agency, the digital content uses wireframe overlays to illustrate the development of particle effects and shading. Through a clean and minimalist aesthetic, the animation by Henry McVay highlights the technical rigour behind the commercial 3D render and CGI workflow.
Chipotle · What It Takes
Chipotle’s 'What It Takes' is a commercial project that centers on the labor-intensive food preparation routines within a busy kitchen. The film documents the assembly of menu ingredients, focusing on manual processes like grating blocks of cheese, grilling seasoned chicken, and chopping fresh produce. The piece utilizes live-action technique and macro cinematography to capture the movement of raw ingredients. With clean, directional lighting, the production emphasizes the textures and preparation steps inherent to the fast food workflow.
Chipotle · Cultivating brand. Connecting with culture.
This brand cultivation video for Chipotle explores the various facets of the restaurant's identity and culture, highlighting the intersection between their food preparation and lifestyle offerings. Produced by agency Zeus Jones, the commercial features a range of brand touchpoints, from the fresh ingredient preparation of avocados and garlic guajillo steak to a showcase of branded apparel including hoodies, slides, and printed accessories. The film also documents digital integrations, specifically focusing on the Chipotle rewards mobile app and modern in-store menu interfaces.
Chipotle · Cultivating brand. Connecting with culture.
Chipotle explores brand connection through a digital menu board overhaul, integrating high-definition promotional content into the modern restaurant environment. The project highlights core offerings like Honey Chicken and Braised Beef Barbacoa, utilizing live-action technique and clean visual design to standardize the guest experience across physical locations. The agency Zeus Jones directed the creative approach, emphasizing an aesthetic that leans into modern, slatted wooden architectural elements. The execution balances clear informational typography with high-fidelity food cinematography, presented in a horizontal format designed for contemporary point-of-sale displays.
Chipotle · Cultivating brand. Connecting with culture.
Chipotle presents a promotional campaign focused on its menu variety, featuring a series of dynamic culinary cards. The work highlights key offerings including Garlic Guajillo Steak, Queso Blanco, and Pollo Asado through a sequence of live-action shots paired with motion graphics. Developed by Zeus Jones, the project utilizes clean typography to spotlight fresh ingredients like seasoned meats and fresh herbs. The execution leans into a commercial aesthetic, emphasizing the brand's culinary culture through a fast-paced, bright visual style.
Chipotle · Cultivating brand. Connecting with culture.
Chipotle expands its digital reach with this commercial showcase of its e-commerce platform. The project highlights the brand’s apparel collection, featuring a user-friendly interface for browsing items ranging from branded hoodies and anoraks to footwear. The creative execution leans into a clean, commercial aesthetic. Through live-action technique and crisp digital recording, the film illustrates the site's navigation and product display capabilities, emphasizing the brand's growth within the retail sector. Zeus Jones served as the agency for this digital presentation.
Chipotle · Cultivating brand. Connecting with culture.
Chipotle explores its connection to contemporary culture in this promotional video, spanning from retail storefronts to the digital interface of its mobile rewards platform. The visual narrative highlights the brand's presence beyond the kitchen, showcasing branded apparel, digital menu boards, and specific menu offerings like smoked brisket. Produced with a clean commercial aesthetic, the video captures the process behind ingredients like garlic guajillo steak alongside elements of the brand's loyalty program. The project, created by agency Zeus Jones, leans into a horizontal, live-action technique to present a holistic view of the fast food chain's identity.
Chipotle · Can a Burrito Change the World?
Chipotle’s 'Can a Burrito Change the World?' is a narrative-driven commercial spot featuring two children engaged in an inquisitive dialogue. Set within an intimate, domestic kitchen space, the film captures a quiet conversation about the broader impact of food choices. The production team employed a cinematic, live-action technique to lean into a warm, naturalistic aesthetic. The visual approach utilizes shallow depth of field to isolate the subjects against the wooden interior, creating a grounded atmosphere that centers on the performance. Creative development for the campaign was led by Venables Bell + Partners, with production managed by SMUGGLER. Post-production and VFX were also handled by SMUGGLER, with sound and music contributions provided by Lime Studios and Q-Department.
Chipotle · Chipotle Cilantro Soap
Chipotle explores the polarizing genetic reaction to cilantro in this digital commercial. The spot navigates the widely discussed topic of whether the herb tastes like soap, utilizing a fast-paced edit that integrates text overlays, search engine queries, and simulated social media interactions. The execution leans into a vibrant color palette, pairing live-action footage of fresh ingredients with dynamic graphic animations. The project, developed by Day One Agency and Chipotle Mexican Grill, highlights the public discourse surrounding the ingredient through a blend of consumer reactions and on-camera taste tests.
Chipotle · Matty Beniers
Chipotle partners with professional hockey player Matty Beniers for this commercial spot, filmed on location in an indoor ice hockey arena. The piece features the athlete in action, focusing on his performance on the ice while maintaining the brand's athletic association. The production, supported by creative work from Venables Bell + Partners and production house London Alley, utilizes a live-action technique and cinematic framing. The work maintains a consistent visual language that centers on the motion of the athlete.
Chipotle · Constant Ingredient | Jack Hughes
Chipotle presents the 'Constant Ingredient' campaign featuring professional hockey player Jack Hughes. The commercial project captures Hughes practicing precision stickhandling drills on an indoor ice rink, emphasizing movement and technical skill within a fast food context. Executed through a live-action technique, the film utilizes dynamic camera angles to track Hughes's performance across the arena. The visual language leans into a grainy texture, grounding the commercial's presentation of athleticism and brand integration. Production was managed by London Alley, with agency and creative oversight provided by Venables Bell + Partners.
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