Magnum Ice Cream’s Vie Magnifique Film Competition

There’s nothing we want more in life than pleasure. Whether you find yours backpacking, snapping street shots or dropping the needle on some fresh vinyl, pleasure is something you should seek out every day. Magnum ice cream agrees. Magnum ice cream partnered with i-D and celebrated director Xavier Dolan for the Be True To Your Pleasure film competition, where budding filmmakers created shorts about personal pleasure, indulgence and the joy of letting go. The first of three winners, Patrick Downing, created Zap, a quirky short about the pleasures an elderly couple still get from each other—transmitted through static shocks. It cleverly depicts how pleasure is ageless. Andrew Cummings created Kai, which tells the story of a struggling dancer who learns that, to find joy, sometimes you need to lighten up and find that pleasure is letting go. Finally, Kara Smith’s Wild Spaces shows that pleasure is following your heart, and it culminates in an old-fashioned duel for a lady’s heart. Let the clever writing and direction of these young filmmakers inspire you to seek out pleasure in your everyday.