Justin Timberlake becomes the face of his contemporary brand, William Rast. New creative directors Johan and Marcella Lindeberg presented the concept of playing the character saying "It isn't meant to be Justin, it's Justin playing [William Rast as] a role, as an actor." The campaign includes short web-based documentaries titled "My Name Is William Rast" featuring Justin Timberlake as the rebel and model Erin Wasson as the love interest. Insuring their Hollywood appeal, the clips were shot in LA and directed by Grammy-winning filmmaker Jonas Akerlund, who has Madonna and U2 projects under his belt. Strumming his day-job, Timberlake wrote the musical score. The site williamrastmovie.com will launch later this month.
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