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After a year of ever-present face coverings, it sure will be nice to see people smile again. Or, in the case of Diesel’s new ad campaign, maybe it would’ve been better to keep those masks firmly in place?
The campaign, dubbed “Fake Smiles,” hypes the fashion brand’s throwback collection of 1980s-inspired clothes by putting its actor-models in mundane, everyday scenarios like riding the subway, vacuuming the floor and mowing the lawn.
But whatever they’re doing is secondary (or lost) to their super-creepy, digitally-enhanced smiles, which are roughly twice the size of a normal human toothy grin.
Diesel won’t explain the production process, which makes the characters look like they’re using some freakish Snapchat filter, but called the models’ expressions “extra joyful.”
Surreal nostalgia
The work “has more to do with exaggeration than artifice,” according to creative director Glenn Martens, and creates “surreal imagery that evokes a sense of nostalgia and captures the spirit...
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