Chipotle | “Bowl Season”

Social Media Campaign Video

Social Media Campaign Launch Video

Client
Chipotle

Roles
Writer | Director | Assistant Editor

2018

Chipotle asked Real Art to announce their “Bowl Season” campaign to Columbus, Ohio in a way that connected with the city. We brainstormed a video that reunited the three quarterbacks of the 2014 National Championship team.

We spent a day with these 3 local heroes delivering Chipotle to real Columbus residents. I helped plan the video, direct the shooting, and create the end product.

Links:
JT’s Instagram Post

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Behind the Scenes

Planning Session @ BW3 - 1 Week Prior

Kapture Kings: Philip Heiss & Cody Brown
[Photo: Lexi Pauley]

Account Exec & dude who took me to my first Buckeye game: Tom Immen
[Photo: Lexi Pauley]

Down for Sound: Ben Devine & Jesse Lee Brown
[Photo: Lexi Pauley]

Braxton Miller, Cardale Jones, JT Barrett

[Photo:s Lexi Pauley]

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Storytime

I stood along the wall at BW3’s all by myself, but not-socially-distant to 15 other Buckeye fans. It was standing-room only for people like me who had arrived after halftime for the championship game.

The ESPN stream wasn’t working at my house. I tried watching it from the basement but it sucked. At halftime, I told my wife Christiane I had to go watch it somewhere else—not just to watch the game properly, but to be with my people. 

I like to be as close to this stuff as possible. I watched this team all year, followed the Buckeyes through both of their heartbreaking quarterback injuries—first Braxton Miller, then JT Barrett—that led them to the National Championship game with Cardale Jones at the QB position.

When they won, BDubs was crazy. In that moment I thought I was as close as I’d ever be to these national champions.

Five years later, I had the opportunity to get much, much closer to 3 of the most legendary members of the 2014 Ohio State Buckeyes.

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The Concept

Our pitch to Chipotle was to reunite the quarterbacks from that championship team. College Football’s “Bowl Season” was about to get celebrated by offering free delivery to Chipotle customers during the 3 weeks of bowl games. To kickstart the delivery promotion in Columbus, we would use these three heroes who were already immortalized for delivering to the city. 

Braxton Miller might deliver your Chipotle to your door. And if he needs backup? JT will take over. If you need a backup to the backup? Cardale.

Chipotle loved it. All three quarterbacks assembled in Columbus for a long, crazy day that mixed our Real Art crew, three Ohio State celebrities, a Chipotle restaurant, and a whole bunch of authentic Buckeye fans together to create a 1 minute video.

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Breyon

The most unexpected part of my experience was Breyon Miller. When Braxton showed up to the shoot, he brought his big brother. At first I assumed he was just visiting the set or something but I came to understand that Braxton and Breyon are a pair.

It’s always been like that, Breyon told me. Braxton was the little brother growing up. Breyon would drive him around, look after him, make sure no one messed with him. This Chipotle shoot was no different.

I drove one of the production vehicles when we toured Columbus. I assumed I’d have Philip or Cody riding shotgun so we could prep or whatever. But instead, after I realized Breyon needed to be traveling too. So, I asked him if he wanted to ride with me.

I ended up spending like 5 hours in the car with Breyon and I won’t forget the conversations we had. He told me stories about these three guys from before they were “famous”. He told me stories from Braxton’s NFL career. He told me about growing up in Springfield.

He told me that these three guys were normal friends way before they were national champions. It just so happens that, one time, they did something absolutely incredible together. Their lives have never been the same since.

And when they’re together, they’re just normal people again.

I thought that was sweet.

If you ever read this Breyon, thanks for riding with me.

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Credits
Chris Wire - Big Dawg
Tom Immen - Account Exec
Liz Ballenger - Production Manager
Alison Westfall - Producer
Andy Nick - Director and Assistant Editing
Philip Heiss - Videography and Assistant Editing
Cody Brown - Videography and Lead Editing
Ben Devine - Sound
Jesse Lee Brown - Sound
Lexi Pauley - Production Assistant & Set Photography

Awards
AAF Bronze Award

Special Thanks
Alison & Liz for becoming official DoorDash Drivers