Schwartz Demonstrates The Beauty Of Flavor With Exploding Spices

Spot By Grey London Is Set To Original Music

Published on Jan 10, 2014

Editor's Pick

Herbs and Spices brand Schwartz tries to capture the beauty of flavor sensations in visual form in this ad by Grey Europe (which, in its use of color, is reminiscent of Sony's Volcano spot for Bravia). Directed by Partizan's Chris Cairns to an original score penned by UK producer MJ Cole, the spot sees several tonnes of assorted herbs and spices (from black peppercorns to cinnamon powder to chillies) rigged to explode in sync to music. Pyrotechnic experts Machine Shop helped make the explosions come to life (you can see more in a Making Of film abou the project).

The installation, which was built at Pinewood Studios in the UK, incorporated eighteen different herbs and spice, each assigned to the notes based upon their different characteristics and colours. The size and volume of each eruption was also painstakingly adjusted to reflect the sound that it represented. 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.

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Jan 10, 2014
Grey London
Chief Creative Officer:
Nils Leonard
Creative Director:
Andy Lockley
Art Director:
Pauline Ashford
Mike Kennedy
Katherine Maidment
Producer Assistant:
Charlotte Marshall
Managing Partner:
Philippa Baldwin
Creative Producer:
Georgie Moran
Chris Cairns
Production Company:
MJ Cole/Soho Sound
Post Production:
Sound Design:
String & Tins

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