William, it was really nothing

Justin teaser fake

Justin Timberlake and Trace Ayala’s William Rast jeanswear brand is being promoted across print, outdoor and online under the banner of “My Name Is William Rast”.

Justine Timberlake is embarking on a cinematic online campaign to promotes the jeanswear brand in a similar style to that of iconic 1973 Terrence Malick film, Badlands. The campaign features nine trailers for a nonexistent movie about a character called William Rast. Justine Timberlake plays the central part of William Rast (similar to Martin Sheen’s character), whilst model Erin Wasson portrays Rast’s girl, Birdie (echoing Sissy Spacek’s role). Timberlake co-wrote the screenplay, co-directed the films, and wrote the original score

Rast is “an accomplished rebel with an edgy sense of style, who inspires those around him to not always accept the way things are,” states the campaign.

So what?: This is a slick production, and perhaps one of the more credible brand funded programming efforts using music. If this views as well as it reads, then it could be an addition to the over name-checked (but impressive) branded content example of BMW films. Bearing in mind the film that it apes is based on the actual killing spree of a 19-year-old sociopath and his 14-year-old girlfriend, this is light years away from Timberlake’s normal circle of influence. It’s a bold statement; with a clear ‘outsider’ message delivered with a gritty – yet extremely polished – edge.

“Justin Timberlake isn’t a natural fit for the Martin Sheen/James Dean ‘rebellious’ role. However, his star quality manages to temper the feeling of isolation and desperation portrayed by the ad’s characters, projecting more obvious aspirational values onto the product.”
Giles Fitzgerald, Editor, BBF

www.williamrastmovie.com