WATCH: Magnum ice cream teams up with award winning filmmakers

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Earlier this year, Magnum ice cream, i-D and award-winning Canadian director Xavier Dolan launched a film competition Be True To Your Pleasure. Selected for their unique interpretation of the director’s brief, three independent filmmakers have now been chosen to create their film and mentored through the process by Dolan – Kara Smith, Andrew Cumming and Patrick Downing.

Each Vie Magnifique film reflects Magnum ice cream’s belief that everyone should indulge their personal pleasure and that it doesn’t matter who you are, or what you take pleasure in, a day without pleasure is a day lost.

For his ‘Pleasure is ageless’ film, director and competition-winner Patrick Downing collaborated with Ari Seth Cohen of the cult New York fashion blog Advanced Style. A story of two elderly people, ‘Zap’ portrays its subjects getting spontaneous pleasure from giving each other static shocks as they shuffle down the hallway of their home. This playful relationship shows that pleasure really has no age limit – you can live a Vie Magnifique no matter how old you are.

For his short Kai based on ‘Pleasure is letting go’, winner Andrew Cumming partnered with principal dancer in the English Royal Ballet Laurent Liotardo to bring the story of dance student Kai to life. Kai trains day in and day out, but struggles to improve her dancing – that it until she learns to relax and live a little, allowing herself to let go and feel joy, which in turn transforms her dancing.

The third competition-winning film is Wildspace and it is based on ‘Pleasure is following your heart’ created by Kara Smith in collaboration with Christian Watson. It is the story of a fisherman’s fight for love and his decision to stand by his beliefs.

Don’t miss these three creative and inspiring projects from some of the brightest talents.

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