Givaudan
About Givaudan
The work made for Givaudan runs to 2 verified projects since 2020 — mostly AugmentedReality, VirtualReality and Campaign.
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Chef’s Council and Protein
Givaudan is the global leader in the creation of flavors and fragrances. In close collaboration with food, beverage, consumer product, and fragrance partners, Givaudan develops tastes and scents that delight consumers worldwide. Creating the future of food requires creativity, innovation, an open mind, and passion. Over a decade ago, Givaudan’s Chef’s Council was born. Givaudan asked Groove Jones to help them capture live-action footage of the Chef’s Council event in London and create 2D and 360º videos of the event. Groove Jones also made a unique interactive VR experience for people to explore and engage with the Chef’s Council event firsthand in a unique revolutionary way. London Chef’s Council – Focus on Creating the Next-Generation of Plant-Based Foods Givaudan’s Chef’s Council includes some of the world’s most respected and renowned chefs, providing a direct line to culinary trends worldwide. It began in 2006 in Napa, California, with a Chicken and FlavourVision® directive and has explored Cincinnati – Vanilla, Barcelona – Beef and FlavourVision®, Hong Kong – Umami and kokumi, New York City – Freshness, and Amsterdam – Beyond sweetness. Givaudan’s cross-functional teams use the outcomes of each Chef’s Council to create new concepts, ultimately leading to commercialization. They identify exciting areas for scientific exploration to give the customers surprising, unique, and delicious solutions. Groove Jones was invited to London for the Protein Challenge, where their live-action team captured the event. Groove Jones had the opportunity to shoot videos of four world-renowned chefs, some with Michelin stars, including Amanda Cohen, Chantelle Nicholson, Cristina Bowerman, and Helena Rizzo. Each was tasked with developing and presenting inspiring culinary approaches with a strong focus on plant proteins. The Givaudan Protein VR Experience After the event, Groove Jones developed the Givaudan Protein VR Experience. This virtual reality experience was developed to allow a much larger global audience to experience the event, interact with the chef’s meals, and create plant-based protein dishes innovatively and dynamically. Welcome to the Virtual Chef’s Council – Fire Pit Lounge This area served as the starting point and hub for the experience. Users arrive at the firepit lounge surrounded by a beautiful rooftop garden located high above the city of London. The Chef’s Culinary Roundtable Room The Chef’s Culinary Roundtable served as the starting point for the experience where you would engage with the individual chefs. Users could activate interview videos (shot by Groove Jones while on location) of the chefs and learn about their insights and thoughts on creating plant protein dishes. The space is an intimate high-end, luxury dining space created in CGI. Users in the experience feel like they have a seat at the table. Interactive Protein Exploration Area Once inside the experience, users have the chance to build their own unique vegan protein in a one-of-a-kind interactive experience! The goal is to show the user the steps to create plant-based protein dishes. Users start by selecting the dish they want to create – a burger patty or Thai curry. They can reach out with their hands to begin the process. VR Kitchen Groove Jones created the most content in the Kitchen, including over 30 plant-based protein dishes created by the chef teams and recreated in CGI. Users have the chance to see the prepared dish in front of them. Live-Action Production Groove Jones’ live-action team captured the week’s event and local shots in 2D and 360º footage. The content was used for Givaudan’s traditional marketing and social videos and the VR experience. This is the second VR production Groove Jones has created for Givaudan. Below are links to the revolutionary and award-winning initial VR production they created for them. https://www.groovejones.com/work_vr_ar_360_experiential-2/