You never really know what role or project actor James Franco is going to take on next. Some days it's a Riff Raff-like character in Spring Breakers, other times it's director of a Gucci documentary. In any case, we assume the latter led to his most recent work in Gucci's Fall 2013 eyewear campaign. The actor lent his face to the ads, shot by photographers Mert Alas and Marcus Piggott, wearing the new Black Bamboo shades. 

This is obviously not the first time Franco has worked with the Italian fashion house. Aside from working on the film, titled "The Documentary", he has also starred in the company's lines of colognes. “I’m always excited to work with Gucci, and the relationship has grown a lot. We are great collaborators and are on the same page,” Franco recently told WWD

Franco's new Gucci ads will drop next month. For those interested, the sunglasses will be available in October. 

[via Styleite]