The “House of Magnum” is no ordinary address. It’s the ice cream bar brand’s vision of a world where indulgence is treated as a craft: a universe of artisans, precision and pleasure, designed to bring the Magnum chocolate experience to life. Directed by Martin Werner, produced by Proppa, with BaconX on VFX and color, the film came out of agency LOLA Madrid.
The film follows a fashion model arriving at the grand House of Magnum, moving through a building buzzing with the controlled chaos of any great couturier fashion show. The catwalk begins, and Magnum’s signature cracking chocolate becomes the fashion statement. Werner’s entertaining take on the comedy of this setup is found in the collision between haute couture precision and the irresistible eagerness to experience the pleasure of Magnum. The film is wrapped in deep golds and rich chocolate tones, a meticulous art direction that immerses viewers in the House of Magnum almost immediately.
The campaign rolls out across social media and high-end live events under the hashtags #HouseofMagnum and #DesignedforPleasure: from Magnum Creations pop-ups, to the most recent Coachella festival, where it took the form of a full luxury retreat with pool access, yoga sessions, cacao ceremonies, and beauty touch-ups.
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Credits
Client Magnum Agency LOLA Madrid Tomas Ostiglia, chief creative officer; Jorge Zacher, executive creative director; Dante Zamboni, creative director; Corina Martinez, Lucia Villalva, creative team; Juan Sebastian Moreno, head of design; Maria Sancho Suay, design; Maria Garcia Campos, social creative director; Rodrigo Munoz, Blanca Lopez, Lara Ramirez, digital creative team; Camilla Facin, head of strategic planning; Bruno Yanagui, strategy director; Felipe Calvino, head of production; Marina Saro, Jorge Saade, producers. Production Company Proppa Martin Werner, director; Ottar Gudnason, DP; Pablo Martinez, exec producer. Production Service Romania (RO) Icon Films Cristina San Cayo, line producer; Alma Bacula, producer, RO; Jonas Trop, Steadicam operator; Rasmus Nyholm Schmidt, editor; Peter Grant, production designer; Serban Porupca, art director; Melanie Buchave, wardrobe; Ina Isbasescu, RO wardrobe; Tony Krank, Markus Krank, food stylist, home economist; Manel Rosa, Elisabeth Rabadan, makeup & hair. Postproduction BaconX Jan Tvilling, VFX supervisor/creative director; Lorene Lescanne, exec producer; Rikke Gjerlov Hansen, head of production; Danielle Nicole Strand, VFX producer; Sam Gilling, colorist; Dennis Bahnson, CG lead; Arthur Dalvig, Julia Forsman, Marie Alsing, CG artists; Oliver Buus, lead compositor; Kai Hauswirth, Mikkel Hansen, Thomas Banner, compositors; Søren Gorm Knudsen, Preston Drake-Hillyard, conform artists. Sound Design Ballad Adrian Aurelius, sound designer; Gregers Maersk Moeller, exec producer. Music Big Sync Music. Product Sequences Postproduction ManvsMachine
Caesars Republic Lake Tahoe partnered with creative agency Fellow Kids in its latest installment of the “Great Redirect” campaign to relaunch the Hotel & Casino after its $200 million transformation into a modern alpine escape. “The Great Redirect” challenges the idea that traveling to luxurious destinations requires traveling internationally, reframing Lake Tahoe as a destination that delivers world-class experiences without leaving the country.
At a time when Millennial travelers are rethinking the value of long-haul trips, the campaign taps into a growing cultural shift toward high-quality, closer to home experiences. Directed by Pete Marquis via production house Good Behavior, this film features the restaurateur and celebrity chef Gordon Ramsay to deliver the campaign’s humor in re-direction, tapping into the generational tension between aspiration and accessibility.
Lacy Morrow, co-founder and head of brand at Fellow Kids, said, “We saw an opportunity to challenge the idea that meaningful experiences require going far from home--and to remind people that some of the most unforgettable moments come not from distance, but from a shift in perspective.”
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