LOS ANGELES, Feb. 9, 2012 /PRNewswire-Asia/ -- 7 For All
Mankind, the world's premier 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.
(PHOTO: http://photos.prnewswire.com/prnh/20120209/LA48617)
The new campaign brings the brand to life through the eyes of
Franco, resulting in a stimulating visual journey. "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," said Barry Miguel, President of 7
For All Mankind. "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.
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."
The campaign launch includes a dedicated 7 For All Mankind YouTube
channel debuting on February 15th (youtube.com/7forallmankindjeans(
http://www.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. The episodes, all edited and directed
by Franco, showcase the unique interpretation and expression of the
brand. The channel will have a global phasing in of local market
translations.
www.7forallmankind.com www.lipman-nyc.com
For press inquiries within the US, please contact:
Angela DeCasperis
[email protected]
646 839 5427
Jamie Williams
[email protected]
212 929 7211
For international press inquiries, please contact your local PR
representative.
SOURCE﹛7 For All Mankind