Better known as Zombie Boy, the undead-obsessed model has covered the majority of his person with tattoos meticulously designed to make him look like a walking, decomposing corpse. But Genest and the visual effect largely eclipse the brand message, which is itself a bit vague. But the Dermablend spot opens with Genest looking less maggot-infested—just another boring, brooding white guy with some metal in his face.

Staring into the camera while trying fiercely to look defiant, he strips off his shirt and proceeds to engage in a stilted, ritualistic cleansing.
With the help of a little video editing, his more familiar grinning-skull visage emerges from behind the cloth, and the ad launches into a reverse-time lapse, revealing a gaggle of artists painting Zombie Boy normal.

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