Have You Ever Tasted Sound? Here’s Your Chance! “The Sound of Taste”


This stunning display of “art meets food” was created as a commercial for Schwartz Flavour Shots, a pre-packaged soup and meal company out of the United Kingdom, who boasts “Flavour Shots—the little pots with big flavour.” This slow-motion video dubbed “The Sound of Taste” is a stunning arrangement of cinematography and pyrotechnics that creates what filmmaker Chris Cairns calls “an audiovisual feast.” To this day, when I see spices overflowing in canvas bags, this video always makes its way into the forefront of my mind. Breathtakingly tasty!

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To create this ‘feast,’ Cairns was joined by musician MJ Cole and pyrotechnician Paul Mann. Together, the launching of this brainchild was deciding how to best put together a half-visual, half-auditory symphony that would entirely capture what it is like to truly experience “taste.”

What they settled on was a commercial that would show billows of spices exploding into the air in slow-motion, flawlessly synchronized to the music Cole had written.

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“What does flavour look like? How does it sound? These are the questions that inspired herb and spice experts, Schwartz, to create what they describe as 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.

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It’s been said “if ever a video deserved the title ‘mesmerizing,’ Adam Magyar’s Stainless videos are it.”

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At the end of the BTS video, musician MJ Cole is heard saying, “I hope people just find it a satisfying, vibrant, colorful, exciting thing to watch.” If we’re anything to judge by, Mr. Cole’s wish came true with (pun forthcoming) flying colors.

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