Diesel fuels some wide smiles

DIESEL X DIESEL – Fake Smiles

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Production Company Holmes Production
Director Johnny Dufort

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Credits

powered by

Production Company Holmes Production
Director Johnny Dufort
Colour Grade & Effects Coffee & TV
Retouching IMGN Studio
Editing Tom Chick
Director of Photography: Eoin McLoughlin

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It's been a while since most of us have popped to the shops, but having some new clobber on can really make you feel good.

However, the smiles on the faces of the cheeky clotheshorses in this new film for designer Glenn Martens' Diesel x Diesel line are a little wider than your normal jolly person's, as director Johnny Dufort has used subtle manipulation to create a grin that's anything but joy-making.

Giving the well-styled talent a seasoning of surreality that provides both humour and horror, Fake Smiles manages to subvert the banality of the settings with a simple yet effective tweak.

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In an excerpt from a letter that accompanies the film, Martens explains the ghoulish choices: "It is called Fake Smiles but the phrase has more to do with exaggeration than artifice. Channelling Diesel’s 'For Successful Living' mantra, Fake Smiles is about our constant pursuit of happiness.

"The campaign’s images feature subjects in daily mundane scenarios, all masked with extra-joyful expressions, creating surreal imagery that evokes a sense of nostalgia and captures the spirit of the decades that inspired this collection"