BACK FOR SEVEN: James Franco’s spring video series for Seven For All Mankind wasn’t a one-off: The brand has signed the actor up to direct, film and photograph its fall campaign. “It will be about going out at night in California,” said Liat Mazor, Seven For All Mankind’s retail marketing manager, when she visited the company’s Dallas store. “It’s a theme of forever cool.”

Franco’s first series of seven videos for Seven has racked up more than 1.68 million views on YouTube so far. The company is the first brand to do a multimedia campaign on its own exclusive YouTube channel, Mazor said. New York ad agency Lipman helmed the campaign.

This story first appeared in the May 7, 2012 issue of WWD. Subscribe Today.

The series’ final film, “The Death of Natalie Wood,” will premiere May 13 at a preview of the “Rebel” exhibit at the Museum of Contemporary Art in Los Angeles. Franco’s first cut was three hours long, but it’s been sliced down to less than an hour, Mazor said. “He’s kooky and complex and that’s what we love about it,” Mazor said. “He was so involved and will be for fall, too. He’s a California boy — born and raised — so he gets it.”

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