ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Motion / Film / Gaming Craft

A Future Begins

Agency OBSERVATORY / Los Angeles + Chipotle / Newport Beach + The Elements Music / Los Angeles + Nexus Studios / London

Client Chipotle


Craft in Motion / Film / Use of Music / Sound

Annual ID


About the Work

A decade after Chipotle’s award-winning film featuring Willie Nelson covering Coldplay’s “The Scientist,” the food industry innovator once again teamed up with Observatory and Nexus Studios to craft a stop-animation tale of hope and optimism for the future of family farmers, this time with Kacey Musgraves reimagining another Coldplay classic, “Fix You.” It’s only the second time Coldplay has licensed one of its songs—with the first being “Back to the Start.” Directed by Johnny Kelly, "A Future Begins" is a timely homage to the family-run farms at the heart of Chipotle’s supply chain. The short follows now-aging Pa from the original, struggling with his farm after his son leaves home for college and starts a new life. The story, which ends with the son and his new family returning to the farm to work towards sustainability, highlights Chipotle’s pledge to support the next generation of farmers through The Cultivate Foundation. The short illustrates a clear pathway for struggling rural farmers to make sustainability achievable and even profitable. The production consisted of 10 different sets and 82 tiny resin puppets captured in one fluid camera move. Kelly’s commitment to detail included the depiction of solar panels that provided shade for the animals while generating clean energy, extra plots of land dedicated to rewilding, and polytunnels to cover a crop of peppers. Craft lovers were also treated to behind-the-scenes footage led by Kelly and supported by his talented team of puppet makers. Highlights: -50MM+ social with 11MM+ YouTube and 27MM+ TikTok. -Best-ever organic-to-paid ratio and lowest-ever CPV (Cost-Per-View) -3.7 MM+ Organic (unpaid, un-promoted) Spotify streams of Kacey Musgraves' "Fix You." -32.8MM+ impressions on Snapchat, 21s average interaction (surpassing Snapchat's lens benchmark of 14-16s), top 20 Lenses of 2021 -PR: 484 stories with 357MM+ earned media impressions -58% increase in relative search

2022 Awards

Total Points: 9



Observatory / Los Angeles

Client / Brand

Chipotle / Newport Beach

Production Company

Nexus Studios / London

Music / Sound Production Company

The Elements Music / Los Angeles


Robin Jackson

Chief Marketing Officer

Chris Brandt

Creative Director

Shelley Sheppard


Johnny Kelly

Director of Photography

Toby Howell


Dave Slade

3D Previs

Steve White

Additional Animator

Tobias Fouracre


Osman Baloglu

Lead Animator

Gary Cureton
Matthew Cooper

Lead Compositor

German Diez

Sound Assistant

Ryan Kelly

Sound Design / Dubbing Mixer

Christopher Swaine

Sound Supervisor

Barnaby Templer

Sr. Director, Brand Marketing

Michael Kotick

Sr. Manager, Art Director

Bianca Pettinicchi

Sr. Producer

Isobel Conroy

Studio Technical Lead / CG Supervisor

Mark Davies

VP, Brand Marketing

Stephanie Perdue

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