In Diesel’s latest denim campaign, a baby is born wearing a slick pair of drawstring jeans. Fast forward to college and things are getting suitably hot and heavy in his dorm room. Then, tragedy strikes and we gather around his coffin. From birth to death, Diesel will be there for you.

Whipped up by Glenn Martens and Christopher Simmonds, and captured through the lens of Eammon Zeel Freel, the campaign embodies Diesel’s irreverent spirit and distills the brand’s bold approach to marketing. Every figure in these tableau-like images is decked out in pieces of Diesel’s new denim collection, from jeans to sunglasses to bags.