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William Rast ‘My Name is William Rast’

Agency: In-house

Client: William Rast

Hollywood heartthrob and singer Justin Timberlake is stepping in front of the camera to promote his William Rast premium denim brand.

The Rock Your Body singer stars in the brand’s latest ad campaign that includes a series of steamy web shorts entitled, ‘My Name is William Rast’.

The serialized shorts, which Timberlake co-wrote, co-directed and composed the score for, feature Justin as rebel Rast with his love interest, played by model Erin Wasson.

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.

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.

The dramatically dark campaign aims to “create buzz around the brand” as it tries to reach a more “modern consumer”.

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