Well, let's for example take Emil Fagerudd, the young man on the picture. He looks kinda tough, doesn't he? "Now how is that possible", you may wonder, "how did they make him look so tough", you say. I will tell you the secret!
All you need is a camera, a pair of sunglasses, coloured light and a smokemachine! Put light somewhere, smoke in the same room, the sunglasses half an inch from your eyes, take the picture and voilá! People who see the picture will go "Wow! That guy MUST be tough", just as you did when you saw the picture above.