For the spring 2012 season, 7 For All Mankind enlisted the help of James Franco for an out-of-the-box campaign and the actor surely delivered on the promise. The star chose a film inspiration and already released a few teasers that highlight his vision. Check out the first images for the campaign.
This year's 7 For All Mankind spring campaign has a very special
touch as it marks James Franco's debut in the area of directing ad
campaigns. The '127 Hours' star has already released a teaser for
the new campaign that will consist of 10 episodes, 2 to 3 minutes
each. For the first part of the campaign, James has enlisted the
help of Lily Donaldson.
The multi talented actor used vintage vibes to highlight the spirit of the collection: "The videos have a vintage feel to them. They feel like they are from a different era, which I think really fits with the new line that Seven had in the shoot — a lot of cool denim tops and jeans. We shot right on the beach and drove up the PCH [Pacific Coast Highway, so I guess you could say it’s a vintage 1970’s California dreamy feel. The movies that I cut together have a lot of weird double exposures and super- imposed images over other images, so it’s a real, I guess you could say, trip”, he told WWD.
Aside from creating a vintage allure, he also also wanted to pay
a tribute to Natalie Woods and chose to name his campaign which is
set to debut on February 15 'Episodes of an Untitled
Film'.“Part of me wanted to fill it out and do a tribute to Natalie
Wood, as well,” he stated. While some might see the lack of
commerciality as a problem for the denim brand yet Franco insists
this attribute is what helped him get the gig: “They came to me
because they wanted to get away from that. We always knew that
there would be print ads and videos but we could go about getting
those things in a way that was very unconventional and shoot it
like an art film.”
Barry Miguel, president of 7 For All Mankind confirmed the aforementioned statement and added: “It is critical in today’s world to create a body of work that can stand across digital, print and social media. We wanted to tell the story of this great, aspirational, modern, cool California brand. This campaign is about a group of people who embody that creativity.”
The campaign, which features a lot of important names from the artistic industry like Elyse Poppers, Tamzin Brown, Nina Ljeti, Val Lauren Amber Anderson and Jessica Mau among many others will be available at Youtube.com/7forallmankindjeans.