Chipotle: A Future Begins by Observatory

A decade on from the release of ‘Back to the Start’, which won the Grand Prix for Branded Content and Entertainment at Cannes Lions in 2012, Mexican fast-food chain Chipotle has unveiled its sequel.

The new animated film ‘A Future Begins’, created by Observatory Agency, shines a light on the enormous challenges facing the US farming industry today.

Directed by Nexus Studios' Johnny Kelly, the stop-motion short follows the story of a family-run farming business' remarkable revival through the help of sustainable growing practices and the introduction of new technology.

In the emotionally charged ad, we see a young child heading off to college and leaving his family farm behind him. Over the years ultimately the farm is put up for sale at the same time as the young boy is struggling to find his own calling in life. Ultimately, the main character realizes his true duty and returns to the family home and saves the business.