Chipotle restaurants and Fiona Apple have teamed up for a new video on sustainable farming awareness. In the video Apple covers “Pure Imagination” from Willy Wonky and the Chocolate Factory. Watch the video.
Photo Credit: Raymond Flotat
Fiona Apple’s recent music releases have been nothing short of passionate, and she has only continued to prove herself worthy of her ‘music icon’ title. Apple’s 2012 Grammy-nominated album, The Idler Wheel… was the catalyst for Fiona’s recent musical projects, including the music video for “Hot Knife” directed by legendary filmmaker Paul Thomas Anderson (There Will Be Blood, The Master, Boogie Nights). Following the “Hot Knife” video, swift announcement was made for North American tour dates featuring collaborative performances with Blake Mills for Fall 2013, including sharing the bill at the Walt Disney Concert Hall this October. In August an intimate video performance by Mills and Apple of her song “I Know” was streamed for fans. All of the excitement around the latest videos and projects was slightly derailed after Fiona reportedly walked off stage at concert in Japan. Her response to the reported ‘walk-off’ was unapologetic, but also emphasized a heartfelt message of letting an artist ‘do their job.’
Since the incident, Fiona has released a video on sustainable farming awareness in partnership with Chipotle restaurants. Her performance of Willy Wonka’s “Pure Imagination” is ominous, dark, and full of the Fiona Apple emotional vocal nuances only she can deliver. Accompanying Apple’s rendition of “Pure Imagination” is the animated story of a sympathetic scarecrow working for an industrial farming company, “Crow Foods.” The city is being run by a mechanical farming system, and the role of the scarecrow has been perverted from its’ original role of farm protector.
“In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.” – Chipotle
In addition to this new video, Chipotle has also released a new game on iTunes called “The Scarecrow,” which you can purchase here. Watch the video below.
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