Chipotle, Cultivating Thought Campaign

Chipotle strives to deliver innovative marketing programs that incorporate a nod to the brand philosophy of “Cultivating a Better World”. Chipotle encourages curiosity in the minds of the customers regarding who they are and what they do by engaging their passion, wit and intellect. This particular campaign, called “Cultivating Thought”, is an extension of this philosophy. The Chipotle Cultivating Thought initiative presented the words of thought-leaders, authors and comedians such as Julia Alvarez, Michael Lewis, Toni Morrison, Aziz Ansari and Sarah Silverman through essays, each illustrated on Chipotle packaging by a different artist.

We collaborated closely with the Chipotle creative team, working with a diverse group of artists to illustrate a vast selection of entertaining and thought-provoking authors. We art directed 40 illustrators, even illustrating one of the Chipotle cups ourselves, to best express these unique stories.