Savor.Wavs
/
Interactive
/
2018
Chipotle

Savor.Wavs is an immersive digital experience that transforms Chipotle's 51 real ingredients into a unique audio-visual journey. This collaborative project brought together Monks, PARTY NY, CAA, Chipotle, and Wu-Tang Clan's RZA to reimagine everyday menu choices as an interactive symphony, elevating the simple act of ordering food into an artistic experience.
RZA, serving as creative visionary, composed unique sounds for each ingredient, performed by a 60-piece orchestra. Each element was carefully crafted—for instance, guacamole's components were assigned specific instruments, with avocado represented by viola, while cilantro and jalapeño contributed their own musical elements to complete the melody. This meticulous attention to detail ensures that every ingredient has its own distinct voice in the composition, creating a rich, layered soundscape that reflects Chipotle's commitment to real, quality ingredients.
The project expanded beyond RZA's original compositions, as these individual sounds were passed to acclaimed artists including The Head and The Heart, AWOLNATION, GRiZ, PANG!, and the Wu-Tang Clan. Each artist created unique remixes based on their favorite Chipotle orders, demonstrating the platform's versatility and creative potential.
A few highlights from this work:
·Awwwards SOTD
·FWA of the Day
·The Clio Awards, Bronze
·The One Show, Bronze Pencil
·The Webby Awards Honoree
At SAVORWAVS.com, users can create their own "orders," generating unique musical compositions from virtually infinite combinations. Using WebGL and WebAudio technologies, the platform delivers a stunning 360-degree visual experience that responds in real-time to mobile device movement. As customers build their orders, both the musical composition and visualization evolve simultaneously, creating a personalized audio-visual representation of their meal. This innovative approach to menu exploration not only entertains but also reinforces Chipotle's brand message about the quality and variety of their ingredients through an engaging, multi-sensory experience.
As Creative Director, I was responsible for the creative vision and approach, working closely with our motion artists, designers, UX team, sound engineers and developers. This was made possible through our partnership with Party NY and the efforts of Alexander Otto, Maria de la Paz Vargas, Oscar Sobrino Guagnelli, Marten Meussen, Peter van der Noord, Ricco Arntz and many other Monks.
Client:
Chipotle
Agency:
Monks
Year:
2018