After unveiling its latest eyewear campaign last month, starring the American actor and director James Franco, the Italian luxury brand has now shared footage of the shoot from behind the scenes.

The brand’s eyewear campaign is the creation of eminent fashion photographers Mert Alas and Marcus Piggott. Scenes feature the star posing behind shades from Gucci’s new Bamboo collection.

The glasses are mainly aviator-style, made of metal and glass with a ruthenium finish. The use of bamboo in the earpieces, a Gucci tradition dating from 1947, explains the collection’s title.

While this is his first time posing for an eyewear collection, James Franco is already accustomed to commercial appearances, having featured in Gucci fragrance ads for several years now.