James Franco’s directorial debut as an ad man will break on YouTube on Feb. 15, when Seven For All Mankind launches its dedicated channel for its spring campaign. Video vignettes lensed by Franco will go up weekly through the spring, with each about two to three minutes in length and culled from hours of footage shot by the actor-director-artist-Yale Ph.D. student. In total, 10 episodes will go up at Youtube.com/7forallmankindjeans.
“The videos have a vintage feel to them. They feel like they are from a different era, which I think really fits with the new line that Seven had in the shoot — a lot of cool denim tops and jeans,” said Franco in a phone interview from West Virginia, where he was behind the camera on his latest project, a film version of “Child of God,” based on the Cormac McCarthy novel.
“The look of the film and the clothes feels very Seventies,” added Franco of the Seven shoot. “We shot right on the beach and drove up the PCH [Pacific Coast Highway], so I guess you could say it’s a vintage 1970’s California dreamy feel. The movies that I cut together have a lot of weird double exposures and super- imposed images over other images, so it’s a real, I guess you could say, trip.”
Franco has cut together several versions of the film, titled “The Death of Natalie Wood,” including one that clocks in at over three hours. He plans to screen the extended version in May at an art installation called “Rebel,” which he is cocurating at the Museum of Contemporary Art in Los Angeles. The show is centered on works inspired by the Fifties movie “Rebel Without a Cause”— which starred Natalie Wood and James Dean — and features contributions from Ed Ruscha, Paul McCarthy, Damon McCarthy, Aaron Young and Harmony Korine.
Read more about the campaign here.