Chipotle Pride 2018

Chipotle was ready to go all out for LGBT Pride in 2018, but the ask was a multifaceted one: find a way to celebrate the spirit of the day in a way that feels authentic and primarily fun, while still creating something recognizably "Chipotle," -- something that celebrated their brand ethos as well as the occasion.

And so, the giant burrito space ship was born.

Its mission: to bring delicious food to everyone, regardless of who they love or what they're into. Its message: One Giant Burrito for Allkind

This baby made it to 4 Pride parades across the country, and our trolleys, banners, and other assets made it to 11 more. All in all, we gave out 250,000+ pieces of swag and delighted parade-goers from Seattle to St. Pete (probably almost as much as writing pages worth of space pickup lines delighted me).

Back

That's where we ended up. As for how we got there...

Role: Sole Copywriter
Concepting with: Christa Seta, Christine Brown, and Allisyn Roscioli
Design: Christa Seta and Christine Brown
Creative Direction: William Espey, Mark Crumpacker, Jack Herr