Californian denim brand 7 for All Mankind will launch its spring 2012 campaign, created by James Franco (Rise of the Planet of the Apes) and the company’s agency Lipman.
The multimedia campaign features a teaser, shot from Franco’s point of view, followed by numerous print and online visuals, and a full-length feature film to be released in May.
The teaser is likely to break at 7 for All Mankind’s YouTube channel, youtube.com/7forallmankindjeans, which launches on February 15.
The film is Franco’s first advertising campaign. ‘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,’ he said in a release.
All the episodes have been edited and directed by Franco.
Various artists and models appear, including Lily Donaldson, Henry Hopper and Amber Anderson. The setting is a hedonistic Malibu house party in December.
The company promises a ‘stimulating visual journey’ that, according to 7 for All Mankind president Barry Miguel, ‘takes the brand to a new level and communicates both our image and product in a new and compelling way.’
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