Enlisting the help of Canadian director and rising star Xavier Dolan, Magnum ice cream (of multifariously flavorful cold treat fame) have partnered with style bible i-D to spotlight short works by independent filmmakers on the theme of personal pleasure, indulgence and the joy of letting go – a spirit embraced heartily by Quietus staff in various forms.
Under the broad scope of ‘be true to your pleasure’, each of the three films – by Kara Smith, Andrew Cumming and Patrick Downing – approach the theme from different angles, allowing for interpretation and personal passions to melt together and form a trilogy of unique pieces of work.
From the pleasure of a static shock to the struggles of dance on the mind and body – though somehow leaving out the rapture of leaving the office in the middle of the afternoon to buy and subsequently eat two Magnum ice creams – the films eschew cultural and generational barriers to make a statement on what it means to embrace something you love.
Under the guidance of Xavier Dolan, best known for writing, directing and starring in (as well as cleaning up on awards for) his 2009 debut film, I Killed My Mother, the three filmmakers have been able to capture moments that define, without stigma or limitation, what it means to experience pleasure, to live a Vie Magnifique.
Whether it’s brand synergy or serendipity is unclear, but – like the project’s eponymous indulgent treat – beneath the veneer of the films themselves lay a whole other layer of creamy goodness. Linking up with influential leaders across diverse fields, from blogger and stylist Ari Seth Cohen to dancer and photographer Laurent Liotardo, Magnum ice creams and i-D have been able not only to capture the making of the films but to create a wider, more expansive and more visually pleasurable world for them to exist within.
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