Looking for something?

Tap outside or press close

InspirationIllustration

Pure pleasure is boldly reflected in Thomas Danthony's stunning illustrations for Magnum

French illustrator Thomas Danthony was recently commissioned by LOLA MullenLowe Madrid to create a series of outdoor artworks for its seasonal advertising campaign for Magnum. The illustrations show different moments of pleasure where the iconic shape of the ice cream is beautifully and masterfully integrated thanks to Danthony's trademark style.

Written By:
Large mural on a purple building featuring an illustrated face with blue oversized sunglasses and red lips, with the Magnum logo visible on the left side

With a clever use of light and negative space, bold compositions in his favourite blue and a whole heap of mystery, the resulting illustrations subtly, as well as successfully, sell the iconic cold treat to Magnum's key markets in London, Paris, Rome, Madrid and Barcelona in preparation for summer.

"I started by trying to understand the shape through lots of sketching," Danthony told Creative Boom. "Then I looked for situations that had nothing to do with ice cream, but pleasurable moments that I could incorporate. The Magnum adverts are traditionally quite sexualised but the goal was to take a completely different approach. I like to mix bold compositions with subtle ideas and this series seemed to be a great opportunity to do just that with vibrant colours.

"I hope people will see it as a new kind of advertising, in that although the main goal is to sell a product, it can also be visually interesting. It might be a bit naive but I would like to think advertising could decorate the city rather than make it uglier. If it stops people for two seconds during their commute it would already be a success."

Discover more about the Magnum campaign at lola-mullenlowe.com. For more info on Thomas Danthony, go to thomasdanthony.com. You can also follow Danthony on Instagram @thomas_danthony.

Silhouetted figure in dark suit speaking into a microphone with a bold red shape replacing their face, against a blue geometric background, for Magnum ice cream campaign
A figure in red diving downwards towards a blue whale shape against a pale blue background, part of a Magnum advertising campaign by illustrator Thomas Danthony
Illustration of a woman's face and hands reaching towards red Magnum ice creams on a dark blue background, with the Magnum logo below
Silhouetted figure carrying a large red sphere up a dark slope above three illuminated archways against a blue sky with birds flying overhead
Stylised illustration of a woman's face wearing large blue sunglasses with red lips against a dark background, part of Thomas Danthony's Magnum advertising campaign
A mural featuring a stylised face with blue tones, red lips and large eyes, with a Magnum ice cream integrated into the design, on a purple wall beside a historic stone shopfront
Large outdoor billboard featuring Thomas Danthony's illustration for Magnum with a figure in red and blue holding a paintbrush, displayed on a London street with a red bus passing by
Thomas Danthony's mural for Magnum showing a stylised face with blue eyes and red lips on a light blue building, with a cherry incorporated into the composition, being painted from a red cherry picker platform
Purple mural featuring an illustration of a woman's face wearing oversized blue sunglasses with red lips, part of Thomas Danthony's Magnum advertising campaign
Share

Further Reading