TOMS charged us with telling their origin story. And tell we did!
We used TOMS' word-of-mouth marketing strategy as inspiration for a story told by many voices. The script was read by TOMS employees that had been there from the beginning including, of course, Blake Mycoskie.
TOMS didn't start with an idea for a shoe. In fact, it was the absence of the shoe that started it all...
Agency: Giant Ant
Directed by Giant Ant
Producer: Brant Cheetham
Script: Jay Grandin, Leah Nelson
Creative Direction: Jay Grandin, Leah Nelson
Art Direction & Design: Lucas Brooking, Jay Grandin
2D Animation Team: Jorge Canedo Estrada, Henrique Barone, Matt James, Shawn Hight, Nicholas Ferreira, Jay Grandin
3D Animation Team: Jorge Canedo Estrada, Nicholas Ferreira
Music & Sound FX: Ryland Haggis
Willie Nelson, Coldplay, Chipotle and director Johnny Kelly have made a creative alliance with the Chipotle Cultivate Foundation to create BACK TO THE START, a short animated film highlighting the issue of sustainable farming.
Chipotle founder Steve Ells met with Johnny Kelly in London to talk about his passionate efforts to source food on a more sustainable and ethical basis.
Music legend Willie Nelson, well known for his support of family farmers, was a perfect collaborator for the music.
The pace and timeline of the film is captured beautifully in camera using traditional stop frame model animation techniques to track the life of a farmer. Filmed in one sweeping take the film was painstakingly animated over 4-weeks on one large all-encompassing model background.
The track has been released on iTunes with 60 cents from every sale going to the Chipotle Cultivate Foundation.