This month, Californian premium denim brand, 7 For All Mankind unveiled their latest multimedia campaign concept with award winning actor, James Franco.
As one of the world’s premiere leaders of denim and lifestyle products, 7 For All Mankind is constantly challenging the landscape of denim. Each season, the L.A.-based brand seeks to expand beyond their denim foundations through innovative collaborations that push the envelope of design and creativity. These exploratory endeavors most recently earned the brand a collaboration with creative polymath James Franco, who directed the S/S 12 multimedia campaign “Untitled Film“, featuring British model Lily Donaldson.
S/S 13 sees the two creative forces collaborate once again on their third full length film and multimedia campaign, entitled “A Beautiful Odyssey”, exploring the concept of LOVE & CONNECTIVITY through a Californian beachside white wedding. As a California-native and Hollywood socialite, Franco is the perfect figure to imagine and capture what he describes as 7 For All Mankind’s “Californian Spirit.”
“Love is a beautiful thing. A powerful thing. But there are different textures to it. There’s a range of emotion that goes beyond happiness alone. People like to pretend that part’s not there, but that’s the way passion is. We didn’t shy away from that. We went for it — with a vision of a California beach wedding.” says Franco.
The S/S 13 campaign officially launched February 12, 2013 during New York Fashion Week with a fresh multimedia approach alongside the print advertising creative. As a twist for this season, Franco invited the audience to determine the fate of the storyline through an interactive Facebook initiative. Through the month of March, 7 For All Mankind will release three interactive trailers that coincide with polling questions allowing the viewer to vote for the direction they want the storyline to go. The campaign culminates with an exclusive screening of James Franco’s Director’s Cut on April 25, 2013 in Los Angeles.
To keep up-to-date on the campaign and make your decision on the fate of the two lovers, head to 7 For All Mankind‘s Facebook page. Additionally, take a trip over to Dazed Digital‘s page to read an exclusive interview with the man himself.