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Unfolded
Chipotle Mexican Grill has launched Unfolded, an animated short film celebrating sustainable agriculture and spotlighting the real farmers behind its ingredients. Premiered nationally within Roblox—marking Chipotle as the first restaurant brand to debut a TV ad in the metaverse—the campaign rewarded the first 50,000 Chipotle Rewards members who watched with free entrees. Created by Venables Bell & Partners and directed by Yves Geleyn through Hornet, the paper-animated film unfolds from a Chipotle bag into a vibrant agricultural landscape, transitioning from industrial to thriving polyculture farms. As part of its ongoing $5 million pledge to support young farmers, Chipotle is donating $2 million to four universities, funded by 5% of profits from Tractor Beverages. The campaign underscores Chipotle’s Food With Integrity mission and its commitment to building a sustainable food future.
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