I was shown a video about the science of cymatics, in which sound waves affect the shape and patterns of thin layers of solid and liquid matter. A petri dish with dark liquid danced and performed intricate shapes while resting on an active sound speaker. I've never seen anything quite like that before and the creative team working on this turned to me and said, "So, what do you think?"
To be honest, it was both exciting and frightening as it was a project scope I have never encountered in my life. The concept was simple - show how the Glenfiddich 21 Year Old whisky, which is matured in oak barrels for 21 years and finished in Caribbean rum casks to give it its sweet flavour. Cymatics and musicians performing a song would help show that idea of the whisky being raised in Scotland and roused by the Caribbean in a metaphorical sense. It was the "how are we going to do this" that was the mountain to climb ahead.
There was a song to consider, talent to recruit, a location to find and a cymatics instillation to build and at first, four months before production to do it all. Surprisingly, the latter wasn't the issue - having found a creative technologist team through our production company, Ten Hertz, took on the task of conceptual design to final build like they've done this before. When I first saw the devices being tested, I felt like a kid at the science museum with my nose pressed up against the glass.
Our original sneak peek of the cymatics at work.
What ended up being the most difficult was landing a song. I do not envy producers who have to scroll through lists of music and listen to clips just to find the "perfect" fit. Then, it's trying to sell in a cover and new arrangement that both the Clients and the artist licensing the song rights would both enjoy. Seriously, I don't think I want to go through another discography list again having done about four rounds of music selection.
Thankfully, we pushed back the film production so there was more time for us to do it right - two days and 30 hours on set, it was all coming together. Sitting off set with the patch into what was happening on screen was just like that moment I had when testing the cymatics. Unlike other shoots, I wasn't bored or just hanging out around the craft services table.
So after 11 months of hard work and difficult conversations, I'm proud to share with you what I helped to create. I'm even more proud of this work as it'll likely be one of the last I'll work on in the advertising world and it's not a bad one to leave the industry with.
To have a behind the scenes view of how the film came together, take a look here:
Phew...now for that dram. Sláinte!
