The Tournament of Roses has always required floats to be made from real, all-natural materials. In 2018 Chipotle’s float was the first to be made from real, all-natural ingredients.
Chipotle employees and their families decorated the float. Two hundred pounds of red chili flakes covered the tractor. Ground onion seeds gave the tires their black coloring. Cumin, cloves, oregano, and bay leaves decorated the cart.
To top it off, Portugal the Man performed on the float. The band’s sign was made with onion seeds and white rice.
The Rose Parade airs on multiple networks in the US on New Years Day. Millions more watch the parade from abroad, while hundreds of thousands line the parade route in Pasadena. Beyond the parade coverage, our float was featured by ABC News and The LA Times.
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Featured In
ABC Special Coverage, Chicago Tribune, The Baltimore Sun, Pasadena Star-News, and Los Angeles Times
An idea still going strong. The brand made a repeat appearance in 2020.
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My role
Senior Art Director. Initial concept through production.
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Team
CD: Tyler Hampton