Chipotle's latest national ad campaign doesn't use any footage the brand shot itself. The chain sent 100 content creators into more than 50 restaurants across the U.S., U.K. and Canada during morning prep, and built TV spots and short-form videos entirely from what they recorded, the company announced Aug. 31.

The campaign extends Chipotle's "Behind the Foil" platform and supports two limited-time items: a reformulated Pollo Asado and new Chili Lime Chips. Creators worked alongside crew members grilling chicken, seasoning chips, slicing vegetables and mashing guacamole, with no scripts or shot lists. Chipotle said they captured 345 hours of footage. There was also no traditional director or production company managing the shoot.

Chipotle’s New National Ads Use Only Footage Shot by 100 Creators

It's the first national campaign from chief brand officer Fernando Machado, who joined Chipotle in June after building a reputation for disruptive work at Burger King parent Restaurant Brands International, Marketing Dive reported. It's also the first major work from new agency partner KIDS.

"Real today is defined by many voices, not just by what a brand says about itself," Machado said in the release. "This is the first time in my career I've made a campaign without knowing exactly what the outcome would be. It takes a lot of trust to give up that control, but there's power in leaving room for the unexpected."