INTERVIEW: The brilliant minds behind Chipotle's haunting scarecrow ad

The behind-the-scenes story of those mechanized crows, that Fiona Apple cover, and more

Scarecrow
(Image credit: (Courtesy of Moonbot Studios))

Chipotle's latest marketing campaign has gone viral.

The Mexican-themed restaurant chain recently teamed up with Academy Award–winning Moonbot Studios to develop an animated short and iOS game promoting sustainable farming. The three-minute short film went live last week, and quickly made the rounds on Twitter and social media. TheWeek.com's Peter Weber dubbed it "the most beautiful, haunting infomercial you'll ever see," while Slate's Matthew Yglesias and Gawker's Neetzan Zimmerman both called it an "amazing" must-watch.

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Sergio Hernandez is business editor of The Week's print edition. He has previously worked for The DailyProPublica, the Village Voice, and Gawker.