Social media has come on in leaps and bounds.  Now, not only do we have the standard print and tv campaigns, there is a bigger trend for brands to come up with innovative and interactive ways to advertise new products.  The uber cool denim brand 7 for All Mankind have paired up with the super cool, intellectual and quirky James Franco to come up with a video campaign for the S/S13 campaign. The official launch was on March 7th.  The first part was launched on March 7th with the conclusion being aired on April 25th.

James Franco – Directing (Picture from 7 for All Mankind blog)

So what’s the story?  James working with ELIZE CROMBEZ (The Bride), PETER VACK (The Groom) as well as SEAN AVERY (Ex-Boyfriend) have created a series of videos which capture intimate moments of a couple’s relationship….leading up to the wedding…Personally I am super excited to see Sean Avery involved.  I was suitably impressed by his fashion know-how when he guest judged on Project Runway.  Also I love the fact that he spent his off-season INTERNING at Vogue?  Hello?  Way to earn your style credentials!

Here is the link to the teaser video:

http://www.youtube.com/watch?v=WlSMUhSiDKk

Anyway, back to the main story (sorry I tend to digress!).  The theme of S/S13 is “A Beautiful Odyssey”.  Based on the poetry of William Blake, it is romantic but also has a little bit of a dark and mysterious tone which makes it appropriate for the brand.  William Blake – poet, illustrator and a bit of a maverick actually seems to be an inspiration for James Franco who also walks to the beat of his own drum.  Two of my favourite William Blake pieces are actually drawings – “The Great Red Dragon and the Woman Clothed in the Sun” and “The Lovers Whirlwind”.  The colours from the first piece really are echoed in the beachy shades and tones in the video that has already been released by the brand whereas the title and theme of the second drawing really seems to be an inspiration for the theme and mood of the video.  The maelstrom of a relationship which is both beautiful, passionate and a little bit dangerous….hello…Dante’s Inferno?

William Blake’s The Great Red Dragon and the Woman Clothed in the Sun

William Blake’s Lovers’ Whirlwind

So why is the fate of the two lovers in your hands?  After watching the first video, you can go on to the 7 for All Mankind website and the brand’s HK Facebook page and answer some polling questions.  Through this month, 7 For All Mankind will release three  interactive trailers that coincide with these polling questions to allow the viewer to vote for the direction they want the storyline to go. The outcome is a new Audience Cut edition of A Beautiful Odyssey.  So will the lovers live happily ever after or will it be a tragic romance?  You get to decide.  So log on and interact!

Will it be happy ever after?  (Picture courtesy of 7 for All Mankind blog)

For those who want to check out the clothes, 7 for All Mankind stores can be found in the following locations in HK:

Boutiques

Hong Kong

Shop 3083, Podium, Level 3, ifc mall, Central                                             Tel: 2722 9666

Shop 311, Level 3, Ocean Terminal, Harbour City, Tsimshatsui                 Tel: 2722 9667

Shop 1013-1014, First Level, Elements, Kowloon Station                           Tel: 2722 9670

Shop LG224, Festival Walk, Kowloon Tong                                                 Tel: 2722 9669

Shop 316, 3/F, Hysan Place, 500 Hennessy Road, Causeway Bay          Tel: 2722 9677

Macau

The Grand Canal Shoppes,

Shop 2421, The Venetian Macao-Resort-Hotel, Macao                    Tel: (853) 2882 8937