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Moonbot Goes Behind the Scenes of Chipotle’s ‘Scarecrow’

Nominated for two Daytime Emmy Awards, Moonbot Studios' work for Chipotle Mexican Grill is highlighted in a newly-released “making” of video.

Moonbot Studios' work for Chipotle Mexican Grill, in collaboration with Creative Artists Agency (CAA), received two Daytime Emmy Award nominations. The Scarecrow animated short film is among the nominees for Outstanding Directing in an Animated Program and Outstanding New Approaches – Original Daytime Program or Series, recognizing excellence in interactive media productions. The project is honored alongside nominated work from Cartoon Network, HBO, Hub Network, Nickelodeon and PBS.

The Scarecrow animated short has garnered over 12 million views on YouTube and the project recently was honored with several Webby Awards, including Online Film and Video: Best Animation and Interactive Advertising & Media: Best Game or Application and Integrated Campaign.

"When Moonbot began working with CAA and Chipotle in 2011, we’d just won an Oscar for Morris Lessmore," said Brandon Oldenburg, creative partner and co-director of the animated short. "We have always joked about wanting to E.G.O.T. (Emmy, Grammy, Oscar, Tony). We actually call it an E.G.O.A.T. because of our recent Annie Award win. It’s not that we are gold hungry; we're just goal hungry, which keeps our studio on the right tracks creatively. "

Both the film and game are designed to help educate people about the world of industrial food production that supplies much of what they eat. The film is set in a dystopian fantasy world where all food production is controlled by fictional industrial giant Crow Foods. The Crow Foods factory is staffed by scarecrows who have been displaced from their traditional jobs on the farm and are now relegated to working for the crows by helping them maintain their unsustainable processed food system. The short film is set to a remake of the song “Pure Imagination” from the 1971 film classic Willy Wonka and the Chocolate Factory, performed by Grammy Award winning artist, Fiona Apple.

Source: Moonbot Studios

Jennifer Wolfe's picture

Jennifer Wolfe is Director of News & Content at Animation World Network.