LCF23: Exploring Olfactory-Visual Synesthesia: A Journey through Ella Vinell's Visionary Film and the Interplay of Senses

Can you please talk us through what inspired your proof-of-concept film exploring olfactory-visual synesthesia and discuss the symbolism and messages conveyed in your film that portray the interplay between senses?

My approach to answering the question “What Does Vision Smell Like” was to create a conceptual piece, aiming to illustrate the overlap of senses. The film shines a light on synesthesia, and portrays a woman telling an anecdote of her ability to smell colours and forms, and its strong connection with memories from her past. In the greater context, the film highlights the differences in how people perceive the world.

How did you overcome the challenges in creating a film that explores the different senses in translating the concept of "What Does Vision Smell Like?" into image making?

One of the core aspects of the film was to visually translate the storyline. The Director of Photography and I discussed how to align the visual narrative with the script and decided to showcase the woman’s internal journey to the viewer by recreating the scents that she smelt.

I’d say that the biggest obstacle was to translate each scent to other factors, asking questions such as what does the scent look like? How do you perform the scent? What lighting does the scent have? And so on. All those details were vital aspects to consider in order to create an impactful film.

How did the development of Fotografiska Collective as part of your communication plan contribute to fostering opportunities for upcoming image makers in Sweden?

I developed Fotografiska Collective as a platform for upcoming and aspiring image makers in Sweden as part of the museum, specifically designed for youth. Coming from Sweden myself, I know that the country is full of young, creative talents, but that there is a lack of platforms highlighting these artists.

With Fotografiska being the hub for contemporary photography in Sweden, I saw an opportunity for the museum to nurture these talents by fostering a community where they host workshops, competitions, and networking opportunities.

As part of the Fotografiska x Byredo collaboration, a competition was held for members of Fotografiska Collective. The objective was to interpret the question "What Does Vision Smell Like" through image making. The winning campaigns were chosen to be exhibited at Fotografiska Stockholm and serve as the official commercials for the collaboration. In response to the question, I created my own film which is also showcased in my graduate project.

What made you come up with the idea for the collaboration between Fotografiska and Byredo in your communication plan?

In my exploration of the photography museum Fotografiska, I aimed to enhance the sensory experience and go beyond visual stimulation and utilise more of the human senses in their offerings. Recognising an opportunity, I joined forces with Byredo, a fellow Swedish brand renowned for perfumes, to create a concept that would combine vision and smell. Thus, the question "What Does Vision Smell Like" emerged as the central theme of our collaboration. The initial phase involved the partners working together to develop a unique signature scent for the museum.

What are your aspirations for the future in visual communication, and how does this film contribute to your career goals?

As I am interested in the ability to create visual narratives, my aim is to work with an artistic direction. I believe that my contribution to this film encompasses everything I want to do in my future career. Getting to visualise the scents and shape this narrative based on the script that I wrote, was one of my favourite aspects of working on this project. My aspiration is to continue on this path.