Celebrity Fashion Watcher

Justin Timberlake never really wanted to be the face of the William Rast brand.  That was, until new creative directors Johan and Marcella Lindeberg presented him with a plan. "We came up with this idea for him to play a role as this guy named William Rast," Johan Lindeberg said. "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."

The multimedia campaign includes a series of short, Web-based documentaries titled "My Name Is William Rast," featuring Timberlake, who represents a mysterious rebel, and model Erin Wasson, who plays Birdie, his love interest.

Shot and directed by Jonas Akerlund, a Grammy-winning filmmaker who has worked with the likes of Madonna and U2, the documentaries are set in what looks to be Timberlake’s home state of Tennessee, although they were actually filmed in the contemporary brand’s home base of Los Angeles.   Source