Feb 10, 2012 12:00AM

James Franco x 7 For All Mankind

James Franco directs and shoots the campaign images and film.

James Franco directs and shoots 7 For All Mankind's Spring 2012 campaign imagery and video. Although he's been involved in a whole lot of artsy projects, this is his first foray into fashion, well, at least behind the lens (remember him for Gucci made-to-measure a while back?). The campaign started with a film The Death of Natalie Wood imagined and created by Franco in collaboration with the label's creative agency, Lipman.

Shot on location in Santa Monica, the film is a tribute to Natalie Wood, who costarred with James Dean in Rebel Without A Cause, as WWD reports. It depicts a hedonistic house party taking place over a warm weekend in Malibu. Whoever said jeans weren't suitable beach attire obviously never saw model Lily Donaldson frolicking in only a pair of 7's at sunset. Emerging actress/model Amber Anderson, Henry Hopper (son of late actor Dennis Hopper) and actress Nathalie Love (daughter of Teen Vogue's West Coast editor, Lisa Love) will also star in the campaign.

On February 15, Seven For All Mankind will launch its dedicated YouTube channel, and ten episodes of the film will be released weekly throughout the season. The campaign will culminate in the screening of the full-length feature film at LA's Museum of Contemporary Art where Franco is co-curating an exhibition called 'Rebel'. Is there anything this guy can't do in between acting, writing books, launching a TV channel, making documentaries, studying and lecturing at university, and just generally being good-looking? Because it'd be a shame to miss any chance to capture Franco on camera, rather than behind one, 7 For All Mankind has released a behind-the-scenes teaser of the director hard at work (in double denim of course):

Susannah Malyon

www.7forallmankind.com

www.lipman.com