Justin Timberlake is set to be the face of a back to school campaign for his clothing line, William Rast.
According to Advertising Age , in addition to being in the print and out of home campaign, Timberlake is co-writing and scoring a series of short films that are meant to go viral. The films, which follow a couple on the run in the manner of Bonnie and Clyde, will live at williamrastmovie.com  and the accompanying ads will resemble movie posters and trailers.
"We wanted to create a buzz around the brand, and we wanted to try to create a campaign in a more modern way to reach a more modern consumer, people on the internet and all types of new media," Colin Dyne, CEO of William Rast, told Advertising Age. "Obviously, Justin being in the campaign is going to create more awareness for the brand and exposure for the campaign. ... With that we'll get consumers on board, and we'll broaden the customer base over time."
Timberlake, who was the star of a Pepsi commercial during this year's Super Bowl, co-founded the company in 2005 along with Trace Ayala. This is first time Timberlake's has been in a campaign for the clothing line.