7 for all mankind - actor James Franco and celeb pals Lily Donaldson and Henry Hopper in the Spring '12 campaign

7 For All Mankind ‘s latest campaign will launch in spring 2012 and features award-winning actor James Franco in the role of a director and photographer.

The campaign is inspired by an art house film, realised and directed by James and was developed in cooperation with LIPMAN, the brand's creative agency. The campaign focuses on the brand’s Californian roots and its 'timeless cool' aesthetics.

The campaign begins with a short video teaser, recorded from the perspective of James Franco and can be found here on GoSee. Other parts of the campaign expand to modern print and digital media until the highlight will follow in May in the form of a feature length film.

By means of this campaign, the brand is infused with a visually exciting journey from the perspective of Franco's life. “This is an important development for 7 For All Mankind. To us, this campaign is the perfect platform to tell the story of our brand, which is an ode to the modern and sophisticated Californian lifestyle”, says Barry Miguel, the president of 7 For All Mankind.

The campaign tells the story of a hedonist house party taking place on a warm December weekend in Malibu and greatly benefits from an exceptional cast made up of numerous actors, artists, models and musicians, all of who embody the Los Angeles lifestyle, including the likes of Lily Donaldson, Henry Hopper and Amber Anderson.

Californian lifestyle, mixed with fashion and sexuality, all as seen through the keen and observant eyes of sexy James Franco. What else could we wish for – apart from being there ourselves?

This is the first time James has ever been involved in the production of an advertising campaign. “Working with 7 For All Mankind turned out to be a great experience. I enjoyed my artistic freedom, which comes pretty close to what I do in the world of film. In this case, the freedom was even greater. We did not have to adhere to the usual restrictions, which are so predominant in the film business and could create something that is both traditional and fresh at the same time”, explains the very smart young celebrity.

“The campaign goes back to the desire to create something that has never been done before”, elaborates David Lipman, founder and CCO of LIPMAN. “With James Franco behind the camera, the narrative fascination is so intense, everybody just wants to be there.” Aha, him too ….

To further promote the launch of the campaign, 7 For All Mankind started a Youtube channel on the 15th of February: youtube.com/7forallmankindjeans – the YouTube channel will feature its own episodes on top of the print and digital media, offering a glance into the personal experiences of key members of the film cast during the shoot. James was responsible for the editing and direction of all episodes. All details about the campaign can be found on the label's BLOG: blog.eu.7forallmankind.com


www.7forallmankind.com