Jack of all trades James Franco produced a series of seven videos for Seven For All Mankind this spring—the last, an hour-long film titled “The Death of Natalie Wood,” premieres May 13 at the Museum of Contemporary Art in Los Angeles.
The series was so successful, racking up more than 1.68 million views on YouTube so far, that Seven is bringing Franco back: He will direct, film and photograph the denim brand’s fall campaign. “He’s kooky and complex and that’s what we love about it,” Liat Mazor, Seven’s retail marketing manager, told WWD. “He was so involved and will be for fall, too. He’s a California boy—born and raised—so he gets it.” Of the forthcoming campaign, Mazor added: “It will be about going out at night in California. It’s a theme of forever cool.”