"Gusto GUASTO"
the wrong preparation and conservation of food
Category: Art Direction, Video recording & editing, Animation, Motion Graphics
University: Politecnico di Milano
School: Communication Design Master degree
Course: Appliances and complex systems design studio
Professor: Dina Riccò, Gianluca Balzerano
Co-owners: Alessia Iozzia, Giulia Papalia, Valeria Piras, Giulio Valenti
Location: Milan, Italy
Year: 2014
University: Politecnico di Milano
School: Communication Design Master degree
Course: Appliances and complex systems design studio
Professor: Dina Riccò, Gianluca Balzerano
Co-owners: Alessia Iozzia, Giulia Papalia, Valeria Piras, Giulio Valenti
Location: Milan, Italy
Year: 2014
This video was inspired by the book "Prevenire i tumori mangiando con gusto" of Anna Villarini e Giovanni Allegro.
The content
Our users are universitary students off-site.
Our character (the student) prepares his lunch (a sandwich) for the next day to bring it with himself to university. The preparation of the sandwich is done extremly improperly.
The content
Our users are universitary students off-site.
Our character (the student) prepares his lunch (a sandwich) for the next day to bring it with himself to university. The preparation of the sandwich is done extremly improperly.
During the day the student bring the not well conserved sandwich with him at university.
The life of sandwich continues till midnight, when the student decides to eat it for dinner.
After a bite the student realize that the sandwich is rotten and throws it into the trash.
What went wrong?
What went wrong?
"Food can be easily contaminated and then it can become a vehicle of disease or poisoning for those who consume it."
Visual styling
The two music selected are synchronized with kinetic typography and the important moments of the video. The images were post-producted to uniform lights and colors and the use of texts and infographics was helpfull for us to underline the most important passages.
The goal
The ingredients of the sandwich gradually change colours as the progresses of the alteration: mozzarella turns blue, tomato turns green, salad turns purple. At the moment of the student's bite, all the ingredients are turned to black. This choice was dictated by the need to emphasize the advancement of contamination with visual cues (color) synesthetics, which evoked a match with the taste of the sensory register.
We were inspired by the Aristotele's "Of sense and sensitive". He found a correspondence between seven colours and seven basic flavors: the blue corresponds to an acidic taste, green means sour taste, purple refers to a pungent taste and black is a bitter taste. (Riccò, Dina, 2008: 50)
Cameras: Canon 5D Mark II, Gopro Hero3 Camera.
Softwares: Adobe Premiere CC, Magic Bullet Looks, Adobe After Effects CC.
Music: "Krasius" Eliokan, Album Waffle Selected, 2014; "Flying Lotus - Kill your Co-workers" Album Pattern Grind World, 2010.
Visual styling
The two music selected are synchronized with kinetic typography and the important moments of the video. The images were post-producted to uniform lights and colors and the use of texts and infographics was helpfull for us to underline the most important passages.
The goal
The ingredients of the sandwich gradually change colours as the progresses of the alteration: mozzarella turns blue, tomato turns green, salad turns purple. At the moment of the student's bite, all the ingredients are turned to black. This choice was dictated by the need to emphasize the advancement of contamination with visual cues (color) synesthetics, which evoked a match with the taste of the sensory register.
We were inspired by the Aristotele's "Of sense and sensitive". He found a correspondence between seven colours and seven basic flavors: the blue corresponds to an acidic taste, green means sour taste, purple refers to a pungent taste and black is a bitter taste. (Riccò, Dina, 2008: 50)
Cameras: Canon 5D Mark II, Gopro Hero3 Camera.
Softwares: Adobe Premiere CC, Magic Bullet Looks, Adobe After Effects CC.
Music: "Krasius" Eliokan, Album Waffle Selected, 2014; "Flying Lotus - Kill your Co-workers" Album Pattern Grind World, 2010.
Below some backstage photos
