Title | THE SOUND OF TASTE |
Brand | SCHWARTZ |
Product/Service | FLAVOUR SHOTS |
Category |
A07. USE OF MUSIC |
Entrant Company
|
GREY LONDON, UNITED KINGDOM
|
Advertising Agency
|
GREY LONDON, UNITED KINGDOM
|
Production Company
|
PARTIZAN London, UNITED KINGDOM
|
Credits
Nils Leonard |
Grey London |
Chief Creative Officer |
Andy Lockley |
Grey London |
Creative Director |
Mike Kennedy |
Grey London |
Copywriter |
Pauline Ashford |
Grey London |
Art Director |
Kat Maidment |
Grey London |
Agency Producer |
Philippa Baldwin |
Grey London |
Managing Partner |
Camilla Ashenhurst |
Grey London |
Business Director |
Lucy Gregory |
Grey London |
Account Director |
Matt Buttrick |
Grey London |
Planner |
Daniel Sherrard |
Grey London |
Planner |
Georgie Moran |
Grey London |
Creative Producer |
Chris Cairns |
Partizan |
Director |
Malachy Mcanenny |
Partizan |
Producer |
Ben Todd |
Partizan |
Director Of Photography |
Ross Hallard |
Trim |
Editor |
M J Cole |
Soho Music |
Music Artist |
Will Cohen |
String And Tins |
Sound Design Arrangement |
Dan Sanders |
MPC |
Post Production |
Paul Mann |
Machine Shop |
Special Effects Computer Graphics |
Brief Explanation
What does flavour look like? How does it sound? These are the questions that inspired herb and spice experts, Schwartz, to create a ‘Sonic Flavourscape'.
An audio visual dramatisation of the intense effect that herbs and spices have on the senses.
Several tons of black peppercorns, cardamom, basil leaves, cinnamon, cumin seeds, ginger, chili and coriander were rigged to explode in perfect sync with a bespoke musical composition.
140 individual explosions each represent an individual piano note or chord, which when filmed in super slow motion, creates a surreal three dimensional sound scape.
First the sensation of taste into a musical composition, pyrotechnic designers, then went to work turning this sound into a physical scale. Different Herbs and spices were assigned to the notes based upon their different characteristics and colours. For example, a bright and clean E-flat major chord became fresh green chives. While C, G and E-flat, were ascribed to fenugreek seeds, paprika and turmeric powder.
Creative Execution
‘Plume’ is an original score by MJ Cole, a top UK Garage DJ. MJ Cole and Soho Music were briefed to “Translate Flavour into Sound” and created ‘Plume’ especially for the Sound of Taste. ‘Plume’ is also the first classical track he has written and performed for a brand.