School of Guac
Chipotle Mexican Grill case study logo
Chipotle Mexican Grill logo

Client: Chipotle Mexican Grill

Watch the Case Study

Chipotle needed to come to the Snapchat table with more than just burritos. We produced a first-of-its-kind variety show created entirely and exclusively for mobile viewing on Snapchat. Every week our audience tuned-in to see the latest in pop culture, burrito culture and culture culture. Watch the case study below.

Services

Creative Direction, Script Writing, Illustration, Video Production, Animation, Content Strategy

The Episodes

The premiere season ran for 11 episodes, including a Halloween special, on-the-ground Election Day coverage, and other cultural milestones, such as Thanksgiving and Cyber Monday. Each episode was teased and promoted on our social channels with trailers, cutdowns and even re-runs. Watch a few episodes below.

Behind the Scenes

Snapchat only allows for direct upload—filming inside the Snapchat app and individually uploading consecutive snaps directly to the channel. The use of uploading through third party apps is strictly prohibited by the platform. In order to achieve our TV-like quality, we innovated the filming process specifically for Snapchat. We invented a proprietary rig that allowed us to upload each 10 second snap from previously produced footage.
The pilot season of School of Guac ran from September 27 through November 29, totaling 11 episodes and 126 individual snaps. You could say there was a lot to taco 'bout.
  • 1.3M

    TOTAL VIEWS

  • 77%

    COMPLETION RATE

  • 141K

    MINUTES SPENT WATCHING