James Franco continues to beef up his already impressive resume. Taking a break from appearing in front of the camera (and going to grad school and being a professor and having poetry readings) the multi-talented star has photographed and directed the newest Fall 2012 ad campaign for 7 For All Mankind and the first behind the scenes video has hit the net.
This is just the first episode in six short films to be released on the brand’s official YouTube page from Franco.
The first episode is a trailer for what to expect from future webisodes which feature the brands key models Henry Hopper, Lily Donaldson, Cody Horn and Lou Doillon.
The ad campaign and accompanying short films were shot at iconic LA locations like The Hollywood Forever Cemetery, Mark Mahoney’s Shamrock Tattoo Parlor and the Los Angeles Theater.
The theme of the campaign is Hollywood legends meets Contemporary Cali culture, or as Franco puts it, “7 for All Mankind’s clothes to me read as a great mixture of contemporary and cool retro and denim. It’s been the core clothing material at the center of hip youth culture in California for the last 40 or 50 years.”
Franco’s direction of the label is all part of a new branding attempt by 7 For All Mankind. The video is a fun, loud, and bright look at beautiful people making a denim campaign. Watching Franco in his element as director is also an interesting sneak peak into the talented actors mind.
“The big thing I am trying to access is memory and how we deal with memory,” Franco says of the theme of the campaign, “what that means, how we remember people and who creates the lasting images of people. We all have our connections to people who we admire and it’s my own way of examining my own connections.”