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 audiovisual 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, chilli 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 was translated into a musical composition, then the pyrotechnic designers 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.

The film documents the live performance – no CGI was used, everything was in camera. There was only one attempt at getting it right because after the explosions the set was destroyed.

The Making of involved in-depth interviews and behind the scenes footage of the Sound of Taste. The film demonstrates the complexity behind making a multi-sensorial experience, with special interviews from MJ Cole, the pyrotechnic company ‘Machine Shop’, and the Director Chris Cairns. The film documents the live performance, illustrating how no CGI was used. There was only one attempt at getting it right because after the explosions the set was destroyed.

The film generated a global PR buzz around the launch of the Sound of Taste, engaging audiences from cooks and food bloggers to music and tech experts. The film achieved the business goals by increasing awareness and changing attitudes amongst audiences not previously reached through Schwartz advertising. Schwartz became current, youthful and inspirational in the industry. Sales increased 15% above targets post-launch. Industry attention soared totaling to 163 articles and 80,000k views from 150 different countries. Special industry attention included ‘Campaign Private View’, a 4-page segment in ‘Creative Review’, ‘Wired’ and ‘HuffPost Taste’ pieces and 5/5 rating on ‘David Reviews’.