SKÅNSKA ÄRTOR
It all starts with a pea.
For Apetit’s Skånska ärtor, we teamed up with McCann to create a film that moves between two worlds. From the fields of Skåne, where timing and instinct determine when the harvest begins, to the kitchen, where the same ingredient takes on new life through colour, warmth and flavours from around the world.
The idea is built around that exact moment when something is just right. In the field, we let the waiting take its time. A taste, a glance, a decision. Then the pace shifts as the peas move through a match cut and land in a hot pan. The same ingredient, with a completely different energy.
We wanted the visual expression to feel intimate, alive and cinematic without becoming too polished. Natural light, wind, soil and hands in frame shape the feeling in the field, while the kitchen is warmer, more energetic and filled with movement, steam and sound. The sound design also helps drive the transition, from the stillness and anticipation before the harvest to the sizzle of the pan.
The result is a film about the journey of an ingredient, but also about the craft behind flavour. From Skåne to the world, one meal at a time.
