Academy of Art Advertising School Students Shine in Chipotle Video Contest

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Seven Students From the Top Art School Are Finalists

When my teammates Jonathan and Miranda arrived at my house the day of the shoot, we all sat and had breakfast and got to know each other on a more personal level, which I think really helped our commercial because we worked very well together.

Academy of Art University students frequently stop in at the Chipotle restaurant on New Montgomery in between classes, so it is only natural that they would triumph in advertising Chipotle burritos. Seven Academy of Art University advertising school students are finalists in the Chipotle 30 Seconds of Fame 2007 video contest. Chipotle Mexican Grill, a restaurant chain, gave students the opportunity to produce a 30-second advertisement. The results are three unique, hilarious ads that demonstrate the boundless creativity that Academy of Art University students possess.

Advertising students at the Academy receive unique class assignments where they put their interactive advertising skills to the test. Jonathan Chavez, Miranda McLaughlin, Geoff Meyer, Aleksander Nilsen, Jesse Oberst, Will Vancans and Rachel Wolack learned about the contest through a class on guerilla advertising and web advertising. Working in groups, the students developed a concept and advertising slogan for their spots.

Jonathan, Miranda, and Jesse's spot developed the tagline "Fresh from start to finish" for their commercial. Their concept was that Chipotle's burritos are so fresh that it affects the foil they are wrapped in. They used stop action animation to make the burrito foil morph into a chicken that walks off the table.

"It took about 900 frames to make it work and the patience, creativity, humor and breakfast shared with them was awesome!" said Jonathan Chavez about the experience.

Geoff Meyer and Rachel Wolack's concept was a burrito so heavy that it could sink a person. The commercial shows a lifeguard eating a burrito while on duty. When he tries to save somebody, he sinks to the bottom of the pool.

"Our actor had to eat four burritos during the filming and then dive into the water," said Geoff Meyer. "That's a tough thing to do."

Aleksander Nilsen and Will Vancans' "Tooth Fairy" commercial shows a guy eating an apple and losing his tooth. He puts the tooth under his pillow and when he wakes up, he finds a burrito under his pillow. The closing shot shows him trying to yank out more teeth.

The students saw this assignment as an excellent exercise in team building and getting to know their fellow advertising peers.

"When my teammates Jonathan and Miranda arrived at my house the day of the shoot, we all sat and had breakfast and got to know each other on a more personal level, which I think really helped our commercial because we worked very well together."

Watch the three Academy finalist videos at: http://www.chipotle.com. Click on "Vid Contest" on the sidebar.

About Academy of Art University's Advertising School
In the Academy's advertising degree program, students learn an integrated approach to marketing communications that is backed by solid strategic thinking. The nation's top advertising program's curriculum combines creativity with professional skills training to get the best advertising jobs. Academy graduates have gone on to work for esteemed firms such as Publicis, McCann-Erickson, Young & Rubicam, Saatchi & Saatchi and Goodby, Silverstein & Partners.

About Academy of Art University, San Francisco
With more than 11,000 students, Academy of Art University is the nation's largest private art and design university. Established in 1929, the school offers accredited AA, BFA, M.Arch and MFA programs, as well as continuing art education with classes in copywriting, fashion merchandising, interior design, new media, computer animation, sculpture, graphic design, cinematography, interior design, digital photography and car design. Students can also enroll in a flexible online degree program in art and design.

Academy of Art University is an accredited member of WASC (Western Association of Schools and Colleges), NASAD, Council for Interior Design Accreditation (BFA-IAD) and NAAB (M-ARCH).

For more information visit http://www.academyart.edu or call 1-800-544-2787.

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