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.
Print Executions
This Weber-inspired collage was created as a fold-out insert in Nylon magazine. Our campaign images and polaroids taken during the shoot are tied together by the poetry I wrote for the campaign, inspired by the prose of Blake.
Out of Home
In the Press
Adweek wondered what took Franco so long to break into campaigns while WWD praised it’s vintage aesthetic. Elle touched on its themes of love and connectivity while the International Business Times, Telegraph UK, USA Today and InStyle chimed into the global conversation, too.
In Store
Graphic decals incorporating lines from the same poem I wrote for the Nylon poster made for captivating in-store window displays across the globe. All in my actual handwriting :) Cool.
Brand Film
In addition to the full SS13 campaign, I also wrote this brand film, with a manifesto made to capture the spirit of California and the unique DNA of 7FAM.