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.
Print advertisement created by LOLA, Spain for Magnum, within the category: Confectionery, Snacks.
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