7 For All Mankind Spring 2012 campaign directed by James Franco
March 15, 2012: 7 For All Mankind, the premium denim brand, unveiled a new Spring 2012 marketing campaign which was born from an art film imagined and created by James Franco. The unorthodox campaign is an innovative multimedia experience that embodies the brand’s California roots and ‘forever cool’ aesthetic. The campaign debuts with a short teaser video, which was shot from behind the point of view of James Franco. The campaign 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.
Shadowing a cast of actors, artists, models and musicians that embody the Los Angeles way of life including Lily Donaldson, Henry Hopper and Amber Anderson, the campaign depicts the story of a hedonistic house party that takes place over a warm December weekend in Malibu. Evoking the causal California lifestyle interspersed with fashion and sexuality, the resulting imagery and film communicates the brands’ values. The campaign launch also includes a dedicated 7 For All Mankind You Tube channel.