Californian premium denim brand 7 For All Mankind has hired actor and film director James Franco to photograph and direct its upcoming multimedia spring advertising campaign. The campaign is being shot in Los Angeles and will feature a cast that portrays a free-spirited and glamorous California style. The images will first be published in March.

“We want to tell our story about our California roots, and James Franco so embodies the ideals of California,” said 7 For All Mankind’s President Barry Miguel in an interview in WWD. “He was born and raised in California and he encapsulates that idea of freedom of expression and being modern in California.”

7 For All Mankind is part of VF Contemporary Brands, Inc., and was founded in 2000. Products are sold in freestanding stores, online, and in luxury department and specialty stores in over 80 countries worldwide.