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THE CHALLENGE

Launch 7 For All Mankind's Spring/Summer 2013 collection on a rapidly evolving digital landscape to stand out in a cluttered market.

The Solution

We created a global, multi-layered campaign in collaboration with James Franco. The concept was a white wedding, captured on the beaches of California – the birthplace of the brand. But we added depth through original prose and symbolic visual metaphor inspired by poet William Blake’s “Songs of Innocence and Experience.”

UGC Social Films

This film treatment I crafted would be directed by James Franco and integrated into a social campaign that allowed viewers to collectively determine the outcome of our story. Each chapter of the story followed a "choose your own adventure" style format where our audience would decide the outcome of each chapter via through our social channel, and where the story went next. Below is each chapter, as well as social teasers shared leading up to it each week.

Beautiful Odyssey Teaser 4
00:24
Beautiful Odyssey Chapter 3
00:32
Beautiful Odyssey Teaser 3
00:23
Beautiful Odyssey Chapter 2
00:35
Beautiful Odyssey Teaser 2
00:32
Beautiful Odyssey Chapter 1
00:37
Beautiful Odyssey Teaser 1
00:31

Print Executions