Wall's Ice Cream Magnum: Temptation Art, 10

It was in 2007, when Diver & Aguilar first started exploring the realms of high speed photography and special effects with their projects “light Mode Phantasm” & “Explosions”. Magnum has developed a technology, allowing them to include liquid filled chocolates into their Ice Creams. They Developed a new forming process based around continuous extrusions that allows them to shape in three dimensions whilst dosing the inclusions. Photographers Diver & Aguilar,were commissioned by Lola,to explore the possibilities of this concept.Producing “Art” by the creative reformulation of the ingredients. Testing the Big Bang theory,that everything is born out of matter,” we have created worlds within worlds, where anything is possible”. Firstly to imagine the possibilities, then to create the event, the artists worked with various techniques to capture their vision. Working with Detonators, Small explosives, High Speed trigger and Flash Photography at speeds of up to 1/2000 of a second.The calculations can be fed into the computer to predict the exact moment and therefore depth of the explosion or effect they wish to generate. The results,Unique infinite permutations from a world of chaos that paradoxically could only be created through very precise and technical calculations.The concept of Chaos has already had a lasting effect on science,It is only 50 years since Edward Lorenz first experiments on sensitive dependence and yet many academics believe that twentieth century science will be known for only three theories: Relativity,Quantum Mechanics and Chaos. “The flapping of a single butterfly’s wings today produces a tiny change in the state of atmosphere. Over a period of time, what the atmosphere actually does diverges from what it would of done.So in a month’s time, a tornado that would of devastated St louis doesn’t happen.Or maybe one that wasn’t going to happen does. “ Chaos theory has changed the way we perceive physics, no longer is it simply the study of subatomic protons in a billion dollar particle accelerator. Its presence now visible in all things universally; from nature and music to modern art. The Campaign was the brain child of Lola Agency in Madrid and the visuals will run as an all media print & digital motion campaign in over 20 countries.

Advertising Agency: Lola, Madrid, Spain
Executive Creative Director: Pablo Monzón
Creative Director: Gustavo Marioni
Photographers: Diver & Aguilar
Copywriter: Martín Feijoo
Art Buyer: Rachel Inton
Account Supervisor: María López-Chicheri
Advertiser's Supervisor: Mick Van Ettinger
Account Manager: Jorge Fesser
Planner: Erwin Flores
Art Director: Esteban Franco
Published July 2011

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18 comments

robinstam's picture
robinstam
215 pencils

Instead of the elaborated, philosophical explanation, you can also write: 'we blew up icecreams and photographed it with a high shutter speed' ;-).

Marlus Lau's picture
Marlus Lau
1807 pencils

(Y)

blacksmurf's picture
blacksmurf
200 pencils

@robinstam: LOL

seriously, 45 subjects for a sprout of chocolate is too much...

easy to say "art director".

Vicente's picture
Vicente
24 pencils

Cobb wasn't dreaming all along.

Billoughsby's picture
Billoughsby
5091 pencils

OK.

Although I am humbled by the creative energy lavished on the rationale, Coke and Pepsi -- among others -- have been using splashing product in their ads for decades. So this is more "a nicely finessed take on an old chestnut" than anything else.

Is all that talk just a little silly?

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

kleenex's picture
kleenex
29454 pencils

too many even if they all looked good.

fotdot's picture
fotdot
673 pencils

What so tempting for flowers? I don't eat flowers.

dean viii's picture
dean viii
1676 pencils

In response tot he long technical explanation, Helvetica is not a concept. besides,t he whole exploding things has been done. Sorry.

ishiboy's picture
ishiboy
497 pencils

Whoa! What's with the explanation???

shahidali's picture
shahidali
4069 pencils

It should have been Magnum Boom. Where's the temptation? Its not a photographic competition. Where's the ad?

shahid

HappyHour's picture
HappyHour
2387 pencils

You could've achieved this effect in photoshop in a couple hours (I'm not entirely convinced you didn't). Should've spent more time coming up with an idea.

_tj_'s picture
_tj_
133 pencils

I don't get it. Could I see another dozen or so iterations?

HTG¡'s picture
HTG¡
38 pencils

After a while all these ads look like something my monkey throws on the walls. Unless he did that on the ads already.

Roger Keynes's picture
Roger Keynes
5498 pencils

Or inspired by the end result of one too many Sangria's over looong Spanish ad lunch? ;)

Will Think for Salary

Roger Keynes's picture
Roger Keynes
5498 pencils

Woah. So, how long was the ad brief?
Sorry guys.
Done-diddly-un.

Will Think for Salary

jackblack's picture
jackblack
2261 pencils

I'd love ice cream all over my face.

Troll's picture
Troll
614 pencils

It's like watching a car accident happen over and over and over and over again.

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