Vegan Scarecrow

Dark, but awesome.



A fine piece of animation, created by Moonbot Studios in Shreveport, LA.

TAG President emeritus Kevin Koch is a supervising animator at Moonbot. I'm making the assumption (perhaps wrong) that he was involved in this. Regardless, it's fine, fine work.

Add On: There's this from Dr. Koch (via Facebook). "We're over the moon with excitement as we announce our app/film collaboration with Chipotle Mexican Grill." http://scarecrowgame.com

Add On: This Variety piece explains how the short came to be:

... Chipotle developed and produced “The Scarecrow” with CAA Marketing; it plans to produce “Farmed and Dangerous” on its own as four dark comedies that it will release on online platforms that promote better eating, especially among younger Millennials.

“We’re trying to educate people about where their food comes from,” said Mark Crumpacker, chief marketing officer at Chipotle.

And going after younger consumers is why the content isn’t as branded as one might expect.

Millennials tend to steer away from brands that promote themselves too heavily, marketers have found. But they’ve also learned that Millennials are attracted to those brands with a specific voice. In Chipotle’s case, it’s a campaign against the evils of Big Food.

And that’s helped “The Scarecrow” certainly stand out from the crowd.

The animated short is a dark and haunting three-minute piece that Tim Burton would certainly appreciate, that features chickens being injected, sad cows stuck in crates, and evil red-eyed robotic crows running an industrial food factory known as Crow Foods that pumps out food labelled as “100% beef-ish.” Fiona Apple’s moody cover of “Willy Wonka and the Chocolate Factory’s” “Pure Imagination” plays over the action.