It’s never easy to show how a product feels or tastes, but director Chris Cairns and ad agency Grey London came as close to it as one can. This unexpectedly pretty slo-mo visual interpretation of taste was created to launch Schwartz Flavour Shots, a range of herb and spice oil infusions. Continue on to view the work and get a look behind the scenes to see how it was done.
Grey London for Schwartz Flavour Shots
The audio visual installation designed to introduce Schwartz Flavour Shots was an attempt at answering the questions: What does flavour look like? How does it sound? This inspired herb and spice experts, Schwartz, to create what they describe as a kinetic installation or a ‘Sonic Flavourscape’.
Several tons of black peppercorns, cardamom, turmeric, paprika, cumin seeds, ginger, chilli and coriander were rigged to explode in perfect sync with a bespoke musical composition. Each explosion represents an individual piano note or chord, which when filmed at high speed, creates a surreal three dimensional sound scape.
The project bought together an eclectic collective of creative collaborators. DJ/Producer MJ Cole was approached to translate the sensation of taste into a musical composition. Film maker Chris Cairns and pyrotechnic designers, ‘Machine Shop’, then went to work turning this sound into a physical scale.
How it was done
Look behind the scenes look at how the peppercorns, cardamom, turmeric, paprika, cumin seeds, ginger, chilli and coriander became a physical music scale. Listen to Musician, MJ Cole, Film maker, Chris Cairns and Pyrotechnic designer, Paul Mann talk about their collaboration for Schwartz Flavour Shots and how the project was developed.
Credits
Client: Schwartz
Vice President of Marketing EMEA: Jeremy Shute
Marketing Director: Paula Jordan
Creative Agency: Grey London
Chief Creative Officer: Nils Leonard
Creative Director: Andy Lockley
Art Director: Pauline Ashford
Copywriter: Mike Kennedy
Producer: Katherine Maidment
Assistant Producer: Charlotte Marshall
Managing Partner: Philippa Baldwin
Business Director: Camilla Ashenhurst
Planner: Matt Buttrick
Account Manager: Lucy Gregory
Account Executive: Rowenna Trevellyan
Creative Producer: Georgie Moran
Director: Chris Cairns
Production Company: Partizan
Music: MJ Cole / Soho Sound.
Post Prod:
MPC Editors: Trim
Sound Design: String and Tins