DNR Premium sportswear brand William Rast will debut its first advertising campaign this fall, starring cofounder Justin Timberlake. The pop star has tried to avoid becoming the public face of the brand, but in the print, outdoor and online campaign that breaks in August he takes center stage.
The campaign is centered around film clips that will be posted online at WilliamRastMovie.com, as well as virally, beginning at the end of August. The film snippets, which are edited to resemble parts of a longer movie, star Timberlake playing the fictional role of William Rast, and supermodel Erin Wasson playing his girlfriend, Birdie. Dark, moody and sexy, the clips depict 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.
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Smile Justin Timberlake has become the face of his clothing label William Rast. The move came after new creative directors, Johan and Marcella Lindeberg, presented him with a new plan to portray William Rast as a character on the run with love interest, 'Birdie', played by model Erin Wasson. JT 'instantly loved it', and what resulted is a new chapter for the label, comprising of a multimedia campaign, set to launch later this month at williamrastmovie.com.
The campaign, titled My Name Is William Rast, will feature a series of web-based documentaries, which follows Rast and Birdie on the escape. 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.
"You never really know who they are running from or what they are running toward," said Marcella. "But the characters are developed in such a way so we can carry the story on through seasons to come".
TimberlakeFan.com