7FAM unveils spring 2012 campaign

7 For All Mankind, the world’s premiere brand of denim-lifestyle products, has

unveiled its new Spring 2012 ad campaign. The unorthodox campaign is an innovative multimedia experience that embodies the brand’s California roots and ‘forever cool’ aesthetic. Directed and photographed by award-winning actor, James Franco, in collaboration with the brand’s creative agency, LIPMAN, the campaign with a short teaser video, 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.

The campaign brings the brand to life through the eyes of Franco resulting in a stimulating visual journey. As Barry Miguel, President, 7 For All Mankind says “This marks an important evolution for 7 For All Mankind. The campaign is the perfect platform for us to tell our brand story of a modern, elevated California lifestyle. It takes the brand to a new level and communicates both our image and product in a new and compelling way.”

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 with a realism that is entirely unique.

This was the first time Franco shot 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,” he says.

The campaign launch includes a dedicated 7FAM You Tube channel debuting on February 15th (youtube.com/7forallmankindjeans). The print and digital assets will be live on the YouTube channel including curated episodes, which delve into the key cast members’ journey throughout the shoot. The campaign print images will debut in March issues of Vogue, Elle, Instyle, Marie Claire, Vanity Fair, Details, GQ, Nylon, W and V Magazine and a digital buy with YouTube will go live on February 15th.