Music star,,Justin Timberlake, is turning fashion model in the first ever campaign for his US-based label William Rast.
The singer formed the brand in 2005 with close friend Trace Ayala and is hoping that a series of short online films will be a viral hit when released in August.
In the campaign, themed ‘My Name Is William Rast’ and created in-house, Timberlake plays the role of fictional character, William Rast, with Erin Wasson playing his girlfriend, Birdie.
The storyline involves the couple playing a Bonnie and Clyde style duo who are on the run. Wearing William Rast clothes, naturally, they occasionally pause for romantic trysts.
Timberlake co-wrote the screenplay and wrote an original score for the films, which were shot and directed by Grammy Award-winner Jonas Akerlund. Each episode runs between 15 seconds and 90 seconds and all were shot using 16-millimeter film to create a ‘raw’ feel.
They will be streamed at williamrastmovie.com and seeded on up to 40 social-networking sites and blogs. Marketing plans also include distributing widgets through sites such as Facebook and MySpace
The films are being supported by print and outdoor media will support resembling movie posters and directing consumers to the campaign website.
To date the label has focused on upmarket denim ranges with prices upwards of £100 ($200) but the new campaign coincides with the launch of new men's and women's ready-to-wear collections with T-shirts priced from £30 ($60) and outerwear from £200 ($400).
"We wanted to create a buzz around the brand, and we wanted to try to create a campaign in a more modern way to reach a more modern consumer, people on the internet and all types of new media," CEO of William Rast, told adage.com
"We're expecting quite a huge viral pick up," Mr. Dyne said. "We believe by the September time frame we'll be in the millions and millions of hits on our videos."
He added, "Now that Justin's got more time, he's really made William Rast one of his passions. He wants to build this into a big, global lifestyle brand.
"It made sense for him to play the role of William Rast and use that as a creative expression, as opposed to just holding up a pair of jeans and saying, 'Buy these jeans, because I'm Justin Timberlake.'"
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