Inside Chipotle & Willie Nelson’s Sustainable Farming Ad

Director Johnny Kelly takes you behind the scenes of an instant classic

No one, as the idiom goes, should see how the sausage is made. Thankfully, that rule doesn't apply to animated pork cubes. Last week, AdFreak posted Chipotle's charmingly poignant ad for sustainable farming, featuring Willie Nelson's cover of Coldplay's "The Scientist." In this behind-the-scenes video, director Johnny Kelly and his production team break down the elaborate process that went into creating the stop-motion animation—from using a 3-D printer to make miniature puppets, to manually shuffling the pigs along the conveyor belt 6 millimeters at a time, to ensuring the lighting design reflected the progression of the seasons and the evolution of the farmer's outlook on his livelihood. It's a fascinating look at the attention to detail and feat of collaboration that brought the visual narrative so seamlessly and compellingly to life.