Prue Leith Brand Film

Prue Leith

Speak the language of food

THE BRIEF

It's not every day you get the opportunity to work with one of the most globally acclaimed and renowned brand names like the patron herself "Prue Leith". So when the call came to revolutionize the Prue Leith Culinary Institute in South Africa, we knew we had to go beyond the ordinary to bring their story to life.


A BRAVE APPROACH

Our approach was simple. The food is world class, the tutors are world class and what we teach our students to create with ingredients is a word class endeavour. 


So would it not be interesting to tell our story through the lens of ingredients, with their sole purpose of existence to be grown, selected and shaped into a Prue Leith dish. Why? Because they know, at Prue Leith they will be transformed into the best version of themselves and be served to the global arena - the art which our bright new students will learn to master.


What started out as an ambitious brand film, transformed into an organic creative peace of art taking on a shape of its own.


With inspiring writing, an amazing cello player, our own agency vocalist, and the freedom to explore our inner creativity, the Prue Leith story was born.


A journey brought to life through the ingredients themselves.





Speak the language of food.

What is the lesson.

What is there to learn.

When the light breaks through

and you feel the sun burn.

 

There’s a million of me

and I’m just like you.

And we all want the thing

 we were born to do.

 

To choose and be chosen.

To speak our truth.

Right here, right now

Isn’t that the proof.


Mine is a language.

A taste of the earth.

The song that rises

a whispering flirt.


In this arena,

on this stage.

A sharp dissection

turns the page.


This is where I

meet the blade.

The flames that scars.

The heat that bakes.

 

Mine is a journey.

Sunken, then drenched,

 then crushed by desire

to meet and make friends.


You don’t know this,

not just yet.

We are a coir

when skillfully paired.


See the conductor

a magician of sorts,

Knows how to hear

our every thought.


The hands are a concert

that execute the plan,

without hesitation

as only a master can.

 

Hear our dialogue;

It’s a thing that evolves,

the language of taste

around which magic revolves.


It’s alchemy at first.

But, soon you will learn

to trust your heart

and hear the words: 


I was born to talk to you.

I was meant for this.

Somehow you heard my audition

to be part of this dish.

 

This is the thing.

I’m so glad that you’ll learn,

to listen as well as you’ll speak

when it’s your turn.

The brave ones

Writer: Jacque Matthee

Creative Director: Jacque Matthee

Art Director: Brandon Engelbrecht

Production: Brandon Engelbrecht

Vocalist: Jeane Tait
Music and composition:


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