The mission of James Franco for his new Seven For All Mankind campaign was to merge together the old and new aspects of Hollywood. The actor is working with the popular jeans brand to create their new ad campaigns after he was handed over creative control of the spring campaign in 2011.
James stated that he wants the shots for the new adverts to show the lasting appeal of Seven jeans and how they manage to hold onto their appeal even after years of use. In other words, he wants to prove that a pair of Seven jeans is an investment into the clothing of tomorrow.
He added that the entire campaign is built around the fact that the jeans are eternally hip and it is clear that he has managed to find a way to incorporate both eras of Hollywood into the brand’s image.
He uses old landmarks that represent Hollywood such as Sunset Blvd and the Hollywood Cemetery in a variety of his shots while choosing to use newer members of the town such as Lily Donaldson to front his campaign. Franco stated that his inspiration for the ad campaign is Rudolph Valentino because Franco believes Valentino embodies what makes a sex symbol.