This is an analysis of the emotional design elements used by Chipotle in their film “The Scarecrow”.
I really enjoy the Chipotle film “The Scarecrow”. It brings to light important considerations for our society today, and places emphasis on our abilities to make choices in our daily lives.
The film was effective in delivering emotions of concern, sadness as well as a final sense of hope. Through the imagery and story, I was brought through feelings of desperation and the sense of being trapped by our industrial age. However, the creators were able to effectively transition the audience into feelings of hope as the scarecrow returned home. Transitions to vivid colors, the single ripe red pepper and the smile of the scarecrow, brought a sense of calm and peace.
Emotional response came into play through several media elements. The dominant entry point was through the music. By restructuring a traditionally known song into a minor key, the lyrics of the song took on new meaning. You already connect with the song but are nudged into examining the new meaning. There were considerable elements of symbolism throughout. Most prominent are the use of the scarecrow as the protector of food and the focus of change, whereas the crow was symbolic of the food industry and it’s destructive nature. A subtle, yet moving element of emotion came as the scarecrow climbed onto the conveyor belt. Much like the food being processed, you understand that society is moving forward on autopilot, seemingly unable to alter it’s course. You feel the sense of being trapped and without hope. However, the creators turn that feeling around as we witness the scarecrow returning home. The colors become vibrant, the melody turns to a major key and we see the single ripe red pepper. We begin to understand that home is where change can begin, and the idea of hope begins to unveil itself.
The presentation of the film can really fall into both Visceral and Reflective level design. The imagery, music and use of varying colors, all play a role in the Visceral design. It is through these components that we find a natural, automatic response to the film. Our perception is founded in emotions that are triggered and our understanding of the greater story begins. As our understanding grows, the reflective level of design comes into play. This is where we understand the alternate meaning to the lyrics being sung to a minor key, as well as the greater symbolism that has played part throughout the film. Our intellectual side begins to take over and we feel both engaged and connected to the greater cause being presented.