Back in November, 7 For All Mankind announced that James Franco would be directing their upcoming print and video campaigns. This past week, James, along with model Lily Donaldson, filmed the campaign in Los Angeles. About his next project, working with 7 For All Mankind, James said, “People are used to movies being told in a certain way. It has an emotional arc and there’s a beginning, middle and end. But in a fashion campaign like this, you have some of those elements ÔÇö actors and performers and a set and wardrobe ÔÇö but you don’t have the burden of telling a story in the same way or attracting audiences in the same way. So you can use all the elements from a film but explore it in a new way.”
While the entire video and print ads will not be released until March, you can check out this behind the scenes video above from Just Jared.
James Franco is adding photographer and director to his ever expanding resume. He will be shooting 7 For All Mankind’s Spring ad campaign. Filming will be taking place in LA both in December and January. The campaign will launch in March and feature both print ads and multimedia segments.
7 For All Mankind’s advertising agency, Lipmann, is also responsible for the Hudson collaborations with Georgia May Jagger and Patrick Schwarzenegger which explains the decision to work with Franco. “This is not the usual fashion campaign. There’s a lot of storytelling involved and I think that was part of the attraction for James,” said David Lipman.
Although Franco didn’t spill the cast of the upcoming shoot, it will have a laid back California-style vibe. Franco explained, “For me, it’s an excuse to be creative. They’re giving me a lot of freedom. I’m not supposed to say too much, but we don’t want to do something that feels very fashion-heavy. It’s a more natural kind of approach. It’s not a heavy-handed fashion world sell-job. It’s really about bringing the natural essence out of the performers and models.” What do you think about James’ upcoming ads?
You can read the full article at WWD.com.