Denim fashion designer 7 For All Mankind recently tapped Los Angeles-based Cinelicious for a unique spring ad campaign born from an art film imagined and created by James Franco in collaboration with the brand’s creative agency, LIPMAN. The unorthodox campaign is an innovative multimedia experience designed to embody the brand’s California roots and “forever cool” aesthetic. Consulting with LIPMAN and DP Max Goldman for the project, Cinelicious provided Super 8 and Ultra 16mm cameras, film and processing as well as 2K film scanning and color grading.
“This was an exciting project on so many levels, including the exploration of the cameras, film stock and the unique capability of our new film scanning technology to overscan the negative above and below the frame-line – a never before seen approach to achieve a sun-washed, celluloid aesthetic that feels both classic and timeless,” explained Cinelicious founder Paul Korver. “We are one of the only companies that support small format… as a complete solution for unique artistic endeavors. James Franco and DP Max Goldman have created a truly evocative and beautiful campaign.”
The campaign debuts with a short teaser video, which was shot from behind the point of view of Franco. It will culminate with a full-length feature film to be released in May.
Shadowing a cast of actors, artists, models and musicians that embody the Los Angeles way of life including Lily Donaldson, Henry Hopper and Amber Anderson, the campaign depicts the story of a hedonistic house party that takes place over a warm December weekend in Malibu. The resulting imagery evokes a causal California lifestyle interspersed with fashion and sexuality.