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

Experiential touchpoints were woven throughout AMC 24, with the Plaza as the central hub. Our team designed a European-style market (a nod to Chipotle’s recent global expansion) with fresh food stands, bars, photo ops, and seating nooks tucked throughout its streets. A custom bar and LED chandelier centered the room, while a pop-up shoe store drew attendees in for a tailored gifting experience at the back of the space.

On the final evening the Plaza transformed into the Night Market, an LED-lit festival with custom F&B, fresh photo ops, and surprise featured talent. The shoe store’s skrim walls parted to reveal a transformed stage, set for an exclusive performance from the Chainsmokers.

EVENING EVENTS

The expanded AMC brand included looks for the opening night party at Kaos night club and the final night Adobo Awards ceremony in Grand Garden Arena.

The Kaos nightclub look kicked off the event, with its first reveal taking over the 270 foot LED screen on the exterior of the Palms Resort. Inspired by Chipotle’s iconic foil-wrapped burritos, the metallic finishes and iridescent folding material created a club aesthetic tied to the heart of the Chipotle brand.

Our team approached the Adobo Awards look as an evolution of a 2D glitter approach that Chipotle had taken in the past; we wanted a dynamic, fluid feel that kept the glitz, but pushed more modern. Shifting textural elements designed to look like glittering stone moved across the LED rings, chandelier, and main screens, then parted to reveal the gilded Chipotle icon rising from underneath. Throughout the celebration, the movement changed to emphasize key moments in the show, allowing performances and winner reveals to truly stand apart.

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