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The festival's theme, "Rock, Paper, Scissors," focuses on materiality, D.I.Y. culture, and the beauty of imperfection.

A film about design. If for one day you had the power to make your world work better, what would you change?

Despite getting food poisoning the last time I ate at Chipotle, they remain among my favorite fast food joints (along with my other fave, In-N-Out). One of the reasons I like Chipotle is their emphasis on humanely raised animals. Whether raising meat can ever be as idyllic or beautiful as depicted in this new stop motion short called Back to the Start is open to debate, but it’s an undeniably attractive piece of advertising. It was directed by designed by London-based Johnny Kelly whose hand-made approach to the art form is a perfect match for Chipotle’s message. Like George Pal’s Puppetoons, Kelly knows how to animate stylized geometric forms with organic appeal.

Behind-the-scenes production photos on Johnny Kelly’s Flickr account. Credits after the jump:

Direction and design: Johnny Kelly
Production company: Nexus
Producer: Liz Chan
Production manager: Claire Thompson, Alistair Pratten
Executive producers: Cedric Gairard, Chris O’Reilly, Charlotte Bavasso

Client: Chipotle Mexican Grill
Advertising Agency: CAA Marketing
Copywriter: Jesse Coulter
Art director: Ricardo Viramontes
Coordinator: Todd Hunter
Agency producer: Liz Graves, Jay Brooker

Director of photography: Matthew Day
Camera assistant: Max Halstead
Electrician: Aldo Camilleri
Filmed at Clapham Road Studios
Set production designer: Graham Staughton at We Are The Art Department
Art department: Gordon Allen, Joe Kirton, Ben Côte
Puppet production: Artem
Puppet wrangler: Joe James
Rigger: Gary Faulkner
Set animator: Matthew Cooper
Character animator: Gary Cureton

Compositing: Alasdair Brotherston, John Taylor
Additional Compositing: Sonia Lev
3d previs: Mark Davies, Wayne Kresil
3D animation: Christian Johnston

Music: ‘The Scientist’ by Willie Nelson
Foley artist: Sue Harding
Sound design: Barnaby Templer at Fonic
Sound Mix: JM Finch

Cartoon Brew: Leading the Animation Conversation | Permalink | No comment | Post tags: Chipotle, Johnny Kelly, Nexus, UK

The Seed from Johnny Kjavascript:void(0)elly on Vimeo.