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CANNES -- Daniel Craig will play a fading Hollywood star in Baillie Walsh's "Flashbacks of a Fool," which starts shooting May 28 in South Africa and London.

Craig has joined the cast alongside Helen McCrory, Olivia Williams, Emilia Fox and Eve. Pic is the feature writing and directing debut of Walsh, an award-winning musicvid helmer. It's produced by Lene Bausager and Damon Bryant, with Craig as exec producer.

Buena Vista Intl. has picked up U.K. rights, with international sales handled by Arclight.

"Flashbacks of a Fool" is the story of a hedonistic British actor whose Hollywood career is starting to nosedive as he hits his 40s. The death of his best friend from his English seaside childhood causes him to journey back home for the funeral, and prompts flashbacks to his teenage experiences, including the tragedy that forced him to flee for a new life.