A musical & visual experience inspired by Chipotle’s real ingredients.


Campaign Overview

To celebrate its commitment to using only real ingredients in its food, Chipotle Mexican Grill collaborated with RZA, multi-platinum hip-hop legend and creator and producer of the Wu-Tang Clan, to create SAVOR.WAVS, an immersive digital experience that reinterprets each ingredient in Chipotle’s food as music and responsive visuals. As the creative visionary behind SAVOR.WAVS, RZA composed sounds using various instruments inspired by each of the 51 real ingredients Chipotle uses to make its food. Those sounds were then paired with beautiful visuals also inspired by the ingredients. When combined, based on orders that customers compose, they create a unique visual song to represent any possible menu combination from Chipotle.

With over 12 million creators and 12 hours of audio uploaded every minute, SoundCloud was the perfect partner to bring this campaign to life—offering producers a platform to download the 51 flavor stems, create an original track and upload it for a chance to win free burritos for a year. In addition to the music customers can make by composing their own orders, Chipotle engaged several other artists to compose their favorite Chipotle orders and remix them using their own individual styles. The musicians include Wu-Tang Clan, The Head and the Heart, Awolnation, and GRiZ. The remix by Wu-Tang Clan includes members Raekwon, Method Man, Ghostface and of course, RZA.



Content Strategy, Brand Strategy, Communications Strategy, Copywriting, Art Direction, Analytics, Project Management