James Franco Films 7 For All Mankind Spring 2012 Campaign


Premium underground denim brand 7 For All Mankind is getting the star treatment for its Spring 2012 campaign – it’s being shot and directed by charismatic actor James Franco.

True to the brand’s unorthodox, free-spirited image, James Franco was given free rein in the conceptualization of the campaign, which will feature a number of cutting-edge print and digital assets and will culminate with a full-length feature film to be released in May.

The film stars an eclectic mix of actors, artists, models and musicians, including Lily Donaldson, Henry Hopper and Amber Anderson, and will depict a Los Angeles house party that takes place over a warm December weekend in Malibu.

James Franco, who is a PhD student in English at Yale and plans to enrol in the University of Houston’s doctoral program in literature and creative writing this Fall, said of the experience: “Working with 7 For All Mankind was an amazing experience.”

“I was able to work in ways that were similar to what I do in the film world but in this case we had a tremendous amount of freedom. We were liberated from the conventional film apparatus and were able to create something both classic and new.”

To drum up publicity for the launch, a dedicated Youtube channel has been set up, which will show teaser snippets and a behind-the-scene look at the feature film. Watch James behind the camera in the first video release below.