The Making of Schwartz's Explosive New Ad

#Advertising

Mon, Jan 13th, 2014 10:00 by capnasty NEWS

The Creative Review website brings to attention this explosive new commercial by Schwartz. The effects in the ad are "all real" and had to be shot entirely in one take. The behind the scenes video is fascinating as well.

While explosive blasts of colour in an advert will inevitably always bring to mind the Sony Paint spot, the inspiration for the Schwartz ad came from a more complex source, as Grey creative director Andy Lockley explains. "Our creative challenge was to dramatise flavour," he says, "a sense that is invisible and silent. I read an article a while ago about a neurological condition called Gustatory Synesthesia, where the brain converts words and sounds into tastes, a fusing of two senses. I always thought that it would be a fascinating premise to bring to life filmically somehow."?This is a visualisation of the intense sensory stimulation you get from herbs and spices," agrees Chris Cairns. "We wanted to make the invisible, visible. While the finished piece appears effortlessly in sync, triggering 140 separate explosions to within a millisecond was incredibly complex. It took a lot of testing, trial and error."

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