James Franco directs and films for Seven Jeans' new ad campaign. The 10-video series will launch Feb. 15 on YouTube. (PHOTO: Screen Capture / YouTube / 7forallmankindjeans).

James Franco's Gucci days are over. Sort of.

The 33-year-old actor has stepped behind the camera, serving as a director for Seven For All Mankind's brand new ad campaign. The California-based designer jean brand hired Franco to film 10 videos, to be released weekly on YouTube beginning on Feb. 15.

The look of the film and the clothes feels very Seventies . . . we shot right on the beach and drove up the PCH [Pacific Coast Highway], so I guess you could say it's a vintage 1970's California dreamy feel, Franco recently told Women's Wear Daily.

The movies that I cut together have a lot of weird double exposures and super-imposed images over other images, so it's a real, I guess you could say, trip, he added.

In a preview video called Behind James, Seven shows Franco going vintage indeed, thanks to his beloved Super 8 video camera and other toys like the 76mm, 35mm and 16mm. Franco is shown filming on a deserted parking lot, the beach, various house parties and backyards, bedrooms, driving cars and other locations.

How Franco found the time to direct and film the Seven Jeans campaign is beyond anybody's guess. The full-time graduate student recently wrapped production on the new Linda Lovelace biopic, Lovelace, in which he portrays Hugh Hefner for a small part of the film.

The actor, artist, writer and producer is currently working on at least five other projects, including The Iceman (with Michael Shannon and Winona Ryder), Cherry (with Heather Graham) and The Apocalypse (with Jonah Hill).

According to WWD, the Seven Jeans ad campaign was shot over three days in December, and stars model Lily Donaldson, Henry Hopper (son of the late Dennis Hopper) and Nathalie Love.

Scroll down to watch a behind-the-scenes video of James Franco directing a new ad campaign for Seven For All Mankind. The first video of the series will premiere on the Seven Jeans YouTube page on Feb. 15.