Watching things get blown up in slow motion makes for an oddly entertaining video. While certain spices can spark a flavor explosion, a new commercial in the U.K. uses rhythmic pyrotechnics to burst bags full of spice.
Directed by Chris Cairns, the one-minute video called "The Sound of Taste" features tons of bagged spices exploding in tune to an original piano composition. "The intention [was] to create an audio-visual feast," Cairns says in a behind-the-scenes video.
Using rhythmic pyrotechnics, one by one, bags of flavorful turmeric, paprika, cumin seeds, coriander, cardamom and black peppercorns burst. Clouds of green, brown, red and yellow dancing through the air to the music.
Pyrotechnic designer Paul Mann used a timing code to set off the bags of spices with certain notes in the music written by composer MJ Cole. "In music, you can have different tambours that relate to different flavors and colors that relate to different chords," Cole says.
The slow motion video was shot CGI-free, and by the time the music reaches its climax, the real-life detonations are set off and dramatically filmed. Cairns was able to capture garlic cloves gently floating through the air against the aggressive explosions.
"It's been filmed at high speed, and somehow we've just managed to get all the cues in the right place," Mann says.
The audiovisual installation associated with Schwartz Flavour Shots, spices up the food advertisement competition, bringing something fresh to the current and predictable food commercials.
The Sound of Taste from Grey London on Vimeo.
The making of 'The Sound of Taste' from Grey London on Vimeo.
