The film, distributed on YouTube and in a mobile game, is set in a dystopian world where all food production is controlled by fictional industrial giant Crow Foods. The Crow Foods factory is staffed by scarecrows who have been displaced from their traditional jobs on the farm and are now relegated to working for the crows by helping them maintain their unsustainable processed food system.

To enhance the message of the film, it is set to a remake of the song "Pure Imagination" from the 1971 film classic "Willy Wonka and the Chocolate Factory," in a cover performed by the artist.

“The Scarecrow” film continues Chipotle’s work with musicians and music to deliver a message of change to eaters everywhere. The film is set to a remake of the song “Pure Imagination” from the 1971 film classic “Willy Wonka and the Chocolate Factory,” performed by Grammy Award-winning artist, Fiona Apple.

The song was chosen to play on people’s already established perceptions of the song’s message but presented in a new light. For over three months, the song’s composer meticulously re-crafted “Pure Imagination” to communicate the film’s story. Reimagining the bright, hopeful music of the original into a darker dystopian sound to sit alongside the message of the film. At the climax of the film’s story, our version of “Pure Imagination” returns to some of the classic, warm melodies of the original, leaving the viewer inspired to Cultivate A Better World.