This should be interesting – do you think web movies will help sell more jeans?

In an interesting new multimedia campaign, Justin Timberlake will be starring in My Name is William Rast, a series of short Web movies to promote his clothing line, William Rast. Co-starring model Erin Wasson, they play a Bonnie and Clyde style couple on the lam from the law…albeit a hiply-dressed pair of fugitives, clad as they are in head-to-toe William Rast.

“You never really know who they are running from or what they are running toward,” co-creative director Marcella Lindeberg (with Johan Lindeberg) told WWD about the scenes set in the woods with the couple escaping – and making out periodically – with gunshots in the background. “But the characters are developed in such a way so we can carry the story on through seasons to come.”

16-mm. film was used to create a “raw” feel, and the accompanying print campaign in the September issues of various high-end magazines will look like movie posters which highlight WilliamRastMovie.com.  The collection will be available at soon-to-be-relaunched WilliamRast.com.

Although William Rast was launched three years ago as premium denim, it has since become far more diverse, and capitalizing on Timberlake’s celebrity and status as a style icon will spotlight the growth of the brand into a complete line of sportswear. “We came up with this idea for him to play a role as this guy named William Rast,” explains Johan Lindeberg about the Jonas Akerlund-directed shorts which Timberlake scored musically. “So it isn’t meant to be Justin, it’s Justin playing a role, as an actor. When we explained the idea, he instantly loved it and got really into building the profile of this character.”

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