The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design

A Future Begins

Agency Observatory / Los Angeles + Chipotle / Newport Beach + Nexus Studios / London + The Elements Music / Santa Monica/LA

Client Chipotle

Category

Craft / Art Direction

Annual ID

OS22_DE015G

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 the now-aging Pa from the original film, 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 nearly ten minutes of behind-the-scenes footage led by Kelly and supported by his talented team of puppet makers. We launched the film on YouTube, followed by a single broadcast premiere on Thanksgiving Day during the NFL's Raiders vs. Cowboys Game in a first-of-its-kind own 2:20 commercial pod to 77 million households. Additionally, we worked with Carhartt on a social activation where fans could shop the looks from the film. Impact 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: 45

Credits

Agency

Observatory / Los Angeles

Client / Brand

Chipotle / Newport Beach

Production Company

Nexus Studios / London

Music / Sound Production Company

The Elements Music / Santa Monica/LA

Animator

Robin Jackson

Chief Marketing Officer

Chris Brandt

Creative Director

Shelley Sheppard

Director

Johnny Kelly

Director of Photography

Toby Howell

Editor

Dave Slade

Senior Producer

Isobel Conroy

3D Previs

Steve White

Additional Animator

Tobias Fouracre

Compositor

Osman Baloglu

Lead Animator

Gary Cureton
Matthew Cooper

Lead Compositor

German Diez

Senior Director, Brand Marketing

Michael Kotick

Senior Manager, Art Director

Bianca Pettinicchi

Sound Assistant

Ryan Kelly

Sound Design / Dubbing Mixer

Christopher Swaine

Sound Supervisor

Barnaby Templer

Studio Technical Lead / CG Supervisor

Mark Davies

VP, Brand Marketing

Stephanie Perdue

Related Awards

 

 

 

 

Follow Us