Justin Timberlake is reluctantly becoming the star of his own brands of William Rast jeans. The ad campaign will be the debut ad for the William Rast line. In fact, Justin plays this William Rast character in a series of short Internet movies called “My Name Is William Rast” debuting at williamrastmovie.com in August 2008. The campaign comprises movie style posters featuring Timberlake and supermodel Erin Wasson as lovebirds and criminals on the run from the police.
Creative director Johan Lindeberg said.
“So it isn’t meant to be Justin, it’s Justin playing a role, as an actor. When we explained the idea, he instantly loved it and got really into building the profile of this character.”
Dressed head-to-toe in the sportswear and denim label, JT and Wasson appear in the dramatic footage, filmed on 16-mm. In addition to appearing in the campaign, Timberlake also wrote the score and contributed to the screenplay.
Rast and Birdie as Southern outlaws of some sort, hiding out in a rickety cabin in the woods, driving recklessly in a vintage muscle car and running from baying hounds—all while unable to keep their hands off each other.”