The World’s First Music Video You Can Taste 

Based on transmodal research which explores the relationship between visuals and taste, this interactive music video for The Roots displays two versions of a same song paired with their own visual stimuli. Each series activates a different taste profile in the user as they drink their Stella Artois. One side of the experience is associated to sweetness and the other to bitterness.


UI Design: Guillaume Vaillancourt / Creative Direction: Daniel Chandler, André Gidoin / Studio: Sid Lee NYC