Magnum presents Vie Magnifique

If you think of the Magnum ice cream it will certainly come to your mind a moment of pure pleasure. That's the common thread of Magnum Vie Magnifique, the film contest organized by the brand whose motto is "Be true to your pleasure". Three independent film makers were selected last August by the enfant prodige of Canadian cinema Xavier Dolan to create three short movies that explore the themes of personal pleasure through the representation of the small pleasures in which we indulge every day.

Dolan – author of masterpieces such as Les Amours Imaginaires, Lawrence Anyways and Mommy – has then followed the finalists in the production process of the film.

We preview them to you here:

#1 Zap by Patrick Downing – it’s the story of two elderly people and their small shared pleasure: giving the shock to each other as they walk in the hallway of their house. Proof that you can live a Vie Magnifique at any age. For the realization, Magnum asked the contribution of Ari Seth Cohen from the blog Advanced Style, become famous precisely because of his admiration for the style of the oldest generations.

#2 Kai by Andrew Cummings - this short film shows a precise life lesson: letting go and be happy in private life is helpful in the process of achieving a career goal. That's what happens to dance student Kai, who, after numerous vain workouts discovers that for being appreciated in dance you first have to love life, and give yourself some little pleasure. For the occasion, Magnum collaborated with the first dancer of the English Royal Ballet, Laurent Liotardo.

#3 Wild Space by Kara Smith – it’s the story of a jealous fisherman that, after spending months at sea, returns home and finds his love in the arms of a captain. Instead of surrendering, the fisherman fights against his enemy to pursue his deepest pleasure.