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.

A variety of techniques were utilized including computer generated (CG) animation, 2D backgrounds and handcrafted miniatures. These varied techniques allowed the team to draw a stark contrast between the industrial world of Crow Foods and the organic world of the Scarecrow. To execute this seamlessly, a variety of tools where used, including: Maya, Butterfly, Nuke, Mental Ray, Final Cut Pro, Photoshop and hand-crafted miniatures shot with a Nikon D7000.

To help create an impactful story, considerable attention was given to each shot of the film, working from storyboard, to animatic, then to final picture and sound. A particularly challenging scene was the Scarecrow’s train ride. Beginning at 1:51, the scene is a continuous point of view from the Scarecrow, with a shifting rack focus between a ravaged farm landscape and his reflection. Rather than using 3-4 shots in this scene, the creative team chose to use one continuous shot to avoid making the moment feel disjointed and labored. The result puts the viewer in the Scarecrow’s point of view.

While animating a silent character like the Scarecrow allows for more expressive animation techniques, it also allowed for a poignant soundtrack using a haunting Fiona Apple cover of the song "Pure Imagination.” Rather than relying on character dialogue, the team was able to capitalize on the irony in the song’s lyrics and shifts in tonality.