James Franco was the face of the Gucci by Gucci Pour Homme, so it a matter of time before he made a film about the brand. The Director, the Franco-produced documentary about Gucci creative director Frida Giannini premiered last night at the Tribeca Film Festival.

Directed by Christine Voros, the film looks at Giannini and the house over a span of 18 months. Of working with James Franco, Voros told Refinery29 “You know, James is a really incredible collaborator and a great instigator. When he had the idea to do this film, I think part of me was like ‘Gucci?!’ It was sort of this daunting thing. How do I get behind the walls of Gucci? And he was like, ‘You have to do this with me. You’re the only one who could do this with me.’ And so he’s very good at pushing you off into the deep end of the pool being like, ‘You can totally swim.'”

Who would have thought that this face would be the visage of artistic support and encouragement?

Watch the trailer for The Director below.