by Nathan Fuja in New Trends on Thursday 21 July 2011

Magnum ice-cream created a new forming process based around continuous extrusions that allows them to shape in three dimensions. Confused? So are we. But the concept for the advertising campaign was to create art out of the innovative reformulation of the ingredients.

To accomplish this, the agency enlisted photographers Diver and Aguilar to creatively capture the concept on film. The photographers had previously explored high speed photography and special effects with their projects Light Mode Phantasm and Explosions. The visuals will run as an all-media print and digital motion campaign in more than twenty countries.