ruthdelacruz

February 13, 2012

7 For All Mankind: A Campaign Through Actor James Franco's Lens

I am giving you a chance to watch the 7 For All Mankind Spring 2012 Marketing Campaign as directed and photographed by Award-Winning Actor, James Franco. Yes, he's the guy from the Spiderman movie! The campaign launch includes 7 For All Mankind very own You Tube channel debuting on February 15th (youtube.com/7forallmankindjeans).  The print and digital assets will live on the YouTube channel including curated episodes, which delve into the key cast members’ journey throughout the shoot. How exciting!



I love the feel of the video. It is youthful, fun and just light. I wish I were part of that video. Is this what they call the California Dream? Wow, I wish life is just as simple as that. No deadlines, no meetings and no client calls. 

On a marketing perspective, it is like an onsite video coverage. It doesn't try hard to sell the product. It is simply nice and fun. 

To know more about the video.. 


Last February 8, 2012, in Los Angeles, California, 7 For All Mankind, the world’s premiere brand of denim-lifestyle products, unveils a groundbreaking new Spring 2012 marketing campaign. Born from an art film imagined and created by James Franco in collaboration with the brand’s creative agency, LIPMAN, 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 casual California lifestyle interspersed with fashion and sexuality, the resulting imagery and film communicates the brands’ values with a realism that is entirely unique.

While Franco is known for his exceptional work in the arts, this was his first time shooting an advertising campaign. “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," said James Franco.  “The campaign was born out of a desire to do something that has never been done before,” said David Lipman, Founder and CCO of LIPMAN. “With James helming the camera, you connect so strongly to the narrative and yearn to be a part of it.