Buried deep in a testing document, we found that Stella Artois tastes different to different people. Bitter for some. Sweet for others.

So we hatched a plan, pairing an Oxford professor of experimental science with The Roots, to create a multimodal synesthesia experiment to hack the senses and reveal an answer to a question we never thought to ask: what does music taste like?

Produced at Sid Lee
Directed by Ben Tricklebank

Recognized by
One Show - Sound Design - Bronze
One Show - Interactive Film - Merit

Featured on
AdWeek, AdAge, Fast Company, Little Black Book, Rolling Stone, Billboard, Pitchfork, Complex, Spin