How do you judge a book?

That’s the evoking opening line to the new ‘Go Beyond the Cover’ campaign video from Dermablend Professional Coverage Cosmetics.

Featuring new face on the modelling scene Rick Genest – whose skeletal all-over-body tattoos are raising him to fame under the alias ‘Zombie Boy’- this original and mind-blowing video is a big hit in the Models Direct offices.

Check it out above and watch in reverse as a makeup team cover all of the 26 year old’s tattoos – seen on his face, head, torso, arms, and back –with its incredibly effective concealer make-up.

Zombie Boy’s transformation has left us astonished, not just at the power of make-up, but also at the debate this ad has stirred with its powerful message.

Renee Mininni, Marketing Assistant Vice President at Dermablend, said: “The point that we hope to drive home is that sometimes we catch ourselves judging an individual based on appearance alone, but appearances can be easily changed.

“[We] provide products for those seeking coverage, and it will do the trick flawlessly — but be inspired to go beyond the cover.”

On Dermablend’s offical Facebook wall, the team wrote: “We are inspired by Dermablend users everyday and you inspired us to make this video. We are all unique and we are all beautiful and sometimes we just need to be reminded.”

Models Direct couldn’t agree more. Despite his deliberately deathly look, Genest is a down-to-earth, softly spoken young model that is fascinating the modelling world with his tattoos that “symbolize life through death, or death through life”.