A Future Begins

Ten years after Chipotle’s groundbreaking work featuring Willie Nelson covering Coldplay’s “The Scientist,” Observatory once again teamed up with Nexus Studios to craft a stop-animation tale of hope and optimism for the future of family farmers, this time with Kacey Musgraves reimagining another Coldplay classic, “Fix You.” It’s a tale playing out all too frequently across America: after generations on the family farm, competition with industrialized farming and the young person’s desire for an urban professional life leads to putting the farm up for sale. In the last decade alone, the U.S. has lost more than 20 million acres of farmland, a trend that continues at an average rate of 2 million acres per year. Film advertisement created by Observatory, United States for Chipotle, within the category: Food.