August 27, 2013 01:00 PM

Courtesy Gucci

There’s no doubt that James Franco is a Gucci guy, through and through. He’s been the face of its men’s fragrance since 2008, helped produce a documentary about the line’s designer Frida Giannini and even wore a sharp suit by the brand to his own roast this week.

And after serving as the face of Gucci’s Made to Measure line (all about customizable suits for its clients), Franco has now shot an ad for the fragrance of the same name — and is giving PEOPLE an exclusive behind-the-scenes peek at the campaign shoot.

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Courtesy Gucci

And it’s not just any shoot. The spot was helmed by Drive director Nicholas Winding Refn and features Franco in a perfectly-fitted tux behind the wheel of a classic car. And lest you think this is some ordinary tux, think again: “James is as compelling a man to tailor as he is to know,” says designer Giannini.

Asked to sum up the brand in three words, Franco offers “Masculine, craftsmanship, texture.” But don’t expect him to be wearing one of those fancy suits on a date anytime soon — he also confesses to not having much of a personal life.

“I think my work is my life,” he says. “It’s what I love, and there’s nothing else I would rather be doing. I don’t really need time off.” Good thing Gucci is keeping him busy, then.

Tell us: What do you think of Franco’s latest ads?

–Alex Apatoff

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