Back to the Start

Friday Inspiration. Chipotle’s “The Scarecrow”, from Moonbot Studios.

A little over a year ago, Chipotle launched “Back to the Start” on YouTube to huge success. The video went viral, won tons of awards and got critical acclaim for the quality of the animation and production value. So how do you follow something like that up? You hire academy award winning Moonbot Studios, (The Fantastic Flying Books of Morris Lessmore) and let them raise the bar.

“The Scarecrow” is a 3 and a half minute 100 percent CG animated short that follows a similar  theme as “Back to the Start” set to Fiona Apple doing a haunting rendition of “Pure Imagination” from Willie Wonka and the Chocolate Factory. The mood of the film isn’t uplifting when you think about all the processed crap we eat everyday, but the quality of this animated short is definitely inspiring for a Friday afternoon.


Chipotle “Back to the Start” Video and Making Of.

Back toward the end of August Chipotle released a two minute video featuring Willy Nelson covering Cold Play’s the “The Scientist”. When the ad came out I was pretty impressed with the stop motion animation and the post production work that went into completing the piece. The final look of the video is really nice, and the production quality is simply outstanding.

Well here it is almost two months later and I just finished watching the making of video. I am even more impressed how this produced. From the 3D stereo printer used to make all of the puppets, to the forced perspective, to the camera tracking.

The finished video and the making of are both below. If you have time watch the finish then the making of. Even if you are not a designer, videographer, motion graphics designer, or post production pro, I guarantee you’ll be pretty impressed with how they made this.

Credits for the original film:

Client: Chipotle
Agency: CAA and Chipotle
Title: Back To The Start
Length: 2:20

Production Company: Nexus
Nexus Director: Johnny Kelly
Nexus Exec Producer: Cedric Gairard , Chris O’Reilly Charlotte Bavasso
Nexus Producer: Liz Chan
Nexus Production Managers: Claire Thompson, Alistair Pratten

Director of Photography: Matt Day
3D Previs Lead: Mark Davies
Camera Assistant: Max Halstead
Model Assistant: Joe James
Electrician: Aldo Camileri
Model Rigger: Gary Faulkner
Character Animator: Gary Cureton
Set Animator: Matthew Cooper
Compositors: Alasdair Brotherston, John Taylor
Production Designer: Graham Staughton
Art Department: Gordon Allen, Ben Côté, Joe Kirton
Studio Manager: Elizabeth Day
Models: Bob @ Artem

Music Supervision: David Leinhart at Duotone Audio
Music Producers: Justin Stanley and Doyle Bramhall
Content Manager: Liz Graves
Artist: Willie Nelson
Sound Design: Barnaby Templer @ Fonic