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Monday, 19 October 2009

Fold 7 & Timeslice Films





Original by Denis Darzacq

Rip-off by Fold 7

Spank my face!

Fold 7 have opened new frontiers of plagiarism with this outrage . This really is beyond parody. Here's how these self-lubricating fuck sticks describe their ransacking of Mr. Darzacq's oeuvre:

"In November 2008 Cat Footwear approached Fold7 to develop their first global communications campaign. Fold7 created a concept entitled ‘Earthmovers’, which became the new sentiment and brand direction for Cat.

‘Earthmovers’ is more than a campaign. It represents a change in direction for the Cat Footwear brand. With a fresh and diverse product range from new designers, Cat Footwear aims to engage and attract a new and larger consumer audience. ‘Earthmovers’ supports and visually defines this movement, designed to turn consumers’ and retailer’s heads alike and to challenge their perception of the brand."

'Earthmovers' certainly is "more than a campaign". It's a fucking disgrace.

I have it on extremely good authority that the makers of these ads approached Mr Darzacq and asked him if he'd like to adapt his own work for commercial purposes. 

He declined. 

And the rest is entirely predictable advertising cuntery.

But the cunt deepens - check this out:

Behold the vast, canyon-like, sun-swallowing vaginas that are Fold 7 and Timeslice.  

Good luck Mr Darzacq. 

I look forward to the reading about the legal dispute in Creative Review. 


  1. Check out BMW joy campaign. Honda did a Joy machine campaign over 10 years ago.

  2. Go comment on

  3. i love denis darzacq's photography. can't believe that he's got no credit for this. i guess there's always the still image/moving image excuse

  4. darzacq was himself inspired by yves klein's Leap into the void:

    c1960. Nevertheless, Fold7's plagiarism is much more serious.

  5. Darzacq also already did a campaign for a clothing brand Dare2Be at least here they had him rip off his own work rather than get some punter to do it.

  6. If it's imperative for industry to feed a consumerist society in order to sustain our present global culture of mindlessness... then, who better than a mediocre company full to the brim with vacuous, self imposed gaping arseholes to fulfill the role of selling stupid products to those of like mind. It's a system that has worked for decades, but is now beginning to flounder. It will soon be imperative for intelligent and original companies to sell intelligent and original products to those of a similar ilk. Only then the likes of F7 can perhaps take their rightful place in society.

  7. Usually the films drives me crazy. I love every kind of films.I think every film reflects many aspects of our lives. But i love most the simplicity with witch things are explained in every situation of the films.This is when buy viagra the pill is simply but the effect is really wonderful.

  8. Well you know Tim Macmillan from Timeslice gotted ripped off by The Matrix and tons of other commercials, he probably thought if you can't beat them join them.

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