Justin Timberlake may be featured in the forthcoming campaign for clothing company William Rast, but it’s not himself he’s playing, it’s a character.
Timberlake was reportedly reluctant to feature in the ads for the company, which he co-owns with best friend Trace Ayala, but the creatives at the brand talked him into it when they suggested he play a character as opposed to himself.
Now when we see Timberlake in the campaign, which kicks off on williamrastmovie.com this month in a series entitled ‘My Name Is William Rast’, he will be playing William Rast, a rebel on the run.
According to WWD.com, the ‘Sexyback’ singer got really into building the profile of his character, and stars alongside model Erin Wasson who plays a woman called Birdie in the campaign.
Timberlake and Ayala launched William Rast in 2006 and the forthcoming campaign will support the line’s first full collection.

nme.com