The multimedia campaign includes a series of short, Web-based documentaries titled "My Name Is William Rast," featuring Timberlake, who represents a mysterious rebel, and model Erin Wasson, who plays Birdie, his love interest.
Shot and directed by Jonas Akerlund, a Grammy-winning filmmaker who has worked with the likes of Madonna and U2, the documentaries are set in what looks to be Timberlake's home state of Tennessee, although they were actually filmed in the contemporary brand's home base of Los Angeles.
The story follows Timberlake and Wasson on the run from what seems to be the police, as they have apparently just committed a crime. Decked head to toe in William Rast gear, the couple stops for occasional steamy make-out sessions before running through the woods to escape from gunshots heard in the distance.
Marcella Lindeberg said the films, which were all shot in 16-mm. for a raw feel, were created to leave something to the imagination.
"You never really know who they are running from or what they are running toward," she said. "But the characters are developed in such a way so we can carry the story on through seasons to come."
The documentaries are set to air later this month on williamrastmovie.com.