ARTSY FARTSY AVA

March 08, 2013

7 For All Mankind Debuts Spring 2013 Brand Campaign called ‘The Beautiful Odyssey’
Directed and Photographed by Award-Winning Actor, James Franco

7 For All Mankind®, the world’s premiere leader of denim and lifestyle products, today unveils its SS13 Brand campaign. Along with the Brand’s creative agency LIPMAN, 7 For All Mankind® has once again teamed up with James Franco to imagine and create another multimedia campaign that encompasses the 7 For All Mankind’s Californian spirit and denim DNA.

The SS13 campaign is called ‘A Beautiful Odyssey’ and explores the concept of LOVE & CONNECTIVITY symbolized through an aspirational white wedding. A white wedding, paired with the sensual surroundings of a California beach at sunset, provide the inspirational scenery for the campaign. Over the course of a day and a night, audiences gain a glimpse into the most intimate and sacred moments of a couple’s relationship; anything seems possible.

Franco’s creative presence in the campaign represents his on-going role as a creative force behind the 7 For All Mankind image and branding. "Love is a beautiful thing. A powerful thing. But there are different textures to it. There's a range of emotion that goes beyond happiness alone. People like to pretend that part's not there, but that's the way passion is. We didn't shy away from that. We went for it-- with a vision of a California beach wedding." says Franco.

The SS13 campaign officially launches in February 2013 during New York Fashion Week with a fresh multi-media approach alongside the print advertising creative. This season James Franco takes a different direction & has orchestrated a fresh twist by allowing the audience to determine the fate of the storyline through an interactive Facebook initiative. Through the month of March, 7 For All Mankind will release three (3) interactive trailers that coincide with polling questions allowing the viewer to vote for the direction they want the storyline to go. The outcome is a new Audience Cut edition of A Beautiful Odyssey.

The SS13 films will be hosted on 3 platforms ;

Americas - www.facebook.com/7forallmankind

Europe - www.facebook.com/7forallmankindEU

Asia – www.7forallmankind.cn

A comprehensive social media and digital strategy is aligned to support the three (3) interactive trailers. The campaign culminates with an exclusive screening of James Franco’s Director’s Cut on April 25^th, 2013 in Los Angeles. A simultaneous broadcast of the both Audience Cut & Director’s Cut will be shown simultaneously on the above Facebook pages & www.7forallmankind.cn on April 25^th, 2013.

“Following our ground-breaking multimedia campaigns in SS12 and FW12, this campaign continues to evoke curiosity and elevate our Brand, its unique story and the California DNA it represents” said Barry Miguel, President of 7 For All Mankind. “James has captured our product innovation, Brand beauty and evolution in a modern and refined way.”

CLICK HERE TO WATCH THE TRAILER

The fate of two lovers is in YOUR hands. Uncover their secrets & deepest desire to choose the path they’ll take. Will their love flourish on the side of innocence? Or will past experiences bring their fall of paradise?

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To stay in the loop about all things James Franco and A #BeautifulOdyssey, sign up here and be sure to follow them Instagram and Twitter @7FAM for insider info and behind the scenes photos.

Also, stay tuned for more information about their Pinterest contest, coming in March.

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