Chipotle: Big Ass Bag

Oct 2026

Chipotle’s Big Ass Bag campaign presents a cinematic exploration of urban life, directed by Nico Perez Veiga and Edu Braun of Primo Content. The commercial follows models and actors traversing diverse city environments, ranging from industrial landscapes to classical architectural settings, each prominently carrying the oversized bag. The project leans into a distinctive aesthetic, utilizing analog film textures and monochrome visual motifs to elevate the brand's fast food identity. Through a collaborative effort with GUT Global and GUT Miami, the production emphasizes fashion-forward street style while maintaining a focus on playful brand messaging.

Horizontal, Cinematic, Monochrome, Nostalgic

Analogue / film

Street

TVC / TV Commercial