CHIPOTLE AMC 24
Creative Direction and Strategy
Stage Design
Graphic Design
Experiential Design
Presentation Design
Chipotle’s biannual All Managers’ Conference brings together company leaders from across the globe to celebrate Chipotle culture, philosophy, growth, and before anything else, its people. Our brand strategy for AMC 2024 was centered around telling the human stories behind Chipotle’s 53 ingredients, positioned as a deeper dive into the company’s “for real” campaign and Chipotle’s mission to Cultivate a Better World.
The three day conference featured six executive keynotes, four learning lab breakouts, a welcome reception at Kaos nightclub featuring Flo Rida, an interactive market, a pop-up shoe store, a feature length documentary screening, and a surprise closing night performance from the Chainsmokers.
THE BRAND
A mix of bold type and rich imagery, the AMC 24 branding highlights the core tenets of Chipotle’s approach to food: real ingredients sourced and prepared by real people. Working with photographer Ryan Dearth, our team traveled to four Chipotle farms to shoot the bulk of our brand photography, allowing us to showcase the real faces and locations behind many of the ingredients General Managers and their teams work with on a day-to-day basis. Coupled with macro shots of the ingredients themselves, our design system quietly reinforced that Chipotle’s focus is and always has been on authenticity, down to the very ingredients they source.
SIGNAGE
While static signage highlighted the 53 ingredients, focused digital moments allowed the brand photography and typography to truly shine. Subtle parallax effects added to farm photography, playful type animations, and bursts of the iconic Chipotle red brought the event messaging to life throughout the space.
Show design
The AMC 24 stage was designed for impact first, with its LED accents, a motorized main screen with a hidden speaker entrance, interlocking LED rings, and a collapsable LED chandelier at its center. Each element served to showcase both the brand and the moment, allowing for dramatic reveals and dynamic content.
The design of the show itself–from presentation, to motion, to video–was crafted to celebrate the Chipotle brand and the AMC 24 story. Dramatic motion openers brought attendees into each session, while character-driven video interstitials aided the flow from one speaker to another. The presentation design heavily featured animation to keep content engaging and tied back into the overall event theming, weaving in ingredient photography and graphic type treatments.
EXPERIENTIAL
Guests entered and checked-in to Spotify House Seoul through The Connect Garage. After receiving their wristbands and maps, guests used a custom dashboard featuring Spotify Connect to play their favorite tracks via Carplay and Bluetooth, while promos for Spotify’s new Music Video feature looped on a TV nearby. Finally a green-lit Mercedes by lifestyle car culture brand Peǎches offered a photo-op on the way into Audiophile Alley.
THE Alley
Alive with sound and spectacle, Audiophile Alley was where the full scale of the experience unfolded. Sound Bites Bars served bites to match playlists–K-Pop ON!, KrOWN, and Indie Korea–and the Jam Session Bar let guests contribute to a Collaborative Playlist while sipping drinks. Dessert Carts offered sweet treats, DJs spun live on a satellite stage, photo booths invited guests to pose in a branded space, vending machines allowed guests to snack like their favorite artists, and window takeover scenes depicted how Spotify integrates into everyday life. At the end of each night, the doors to the second building would open, revealing a hidden venue where artists like Central Cee, The Kid Laroi, and Jay Park performed for the crowd gathered in the Alley.