Sydney - In what has rapidly become one of the most endearing moments of TEDx Sydney 2013, a charming short film by Saatchi & Saatchi Sydney and Heckler, The First Taste, has stolen the hearts and palates of the event attendees as well as a wider digital audience.
Designed as an interstitial mind cleanser, a conference sorbet if you will, the two and a half minute film, one of several deployed during the program, depicts a group of young children tasting for the first time an unusual food - gherkins, Vegemite, anchovies etc. The film has already gained international media attention, and been featured on Good Morning America and ABC News.
Saatchi & Saatchi creative director Matt Gilmour also directed the film and said the genesis of the idea had been twofold: "We were inspired initially by the food component in this year's conference," he said. "'The idea that any delegate could contribute homegrown produce to be prepared by Aria Catering was an intriguing one."
However, it was the CD's two-year old daughter who clinched the deal: "Watching her reminded me of that visceral, utterly natural, way that kids react to a new taste," he said. "It's unlike adults who are more considered in their responses. Children are so pure in their reactions and they are often charmingly so. The next challenge was how to translate that into something beautiful in a film context."
For post-production house Heckler it was a very special project and one they understood intrinsically. Executive producer Will Alexander said it had been a wonderful opportunity: "We were excited to collaborate with Saatchi's on this," he said. "It was also a pleasure to work with Hugh Miller (DOP) on such an incredibly sweet piece of film. Every single person on this crew gave their all, and more."
You can view the The First Taste here. http://www.youtube.com/watch?v=7PVVT9V2CM0
Agency: Saatchi & Saatchi
Production company: Heckler Pty Ltd
Director/CD: Matt Gilmour
Executive Producer: Will Alexander
Agency ECD: Damon Stapleton
Agency Producer: Llew Griffiths
Producer: Bonnie Law
Director of Photography: Hugh Miller
Editor: Andrew Holmes
Colourist: Ben Eagleton
Production Manager: Louisa Eagleton
Production Assistant: Harry Milas
Camera Operator: Simon Wellink
Focus Puller: Gerard Maher
Gaffer: Andy Robertson
Best Boy: Roger Scott
Grip: Martin Fargher
Nurse: Maryann Orr
Hair/Makeup: Tina Hessell
Runner: Harry Milas
Catering: Chefs in Motion
Cast: Thomas, Grace, Poppy, Sebastian, Rose, Alfie, Miela