People’s Liberation Announces August Debut of Innovative “My Name Is William Rast” Multimedia CampaignFeatures Online Film Composed, Co-Directed and Co-Written by Justin Timberlake

PPLB 0.30, -0.01, -3.2%) , designer of high-end casual apparel under the brand names People’s Liberation(TM) and William Rast(TM), today announced an innovative marketing campaign for the William Rast(TM) brand. The “My Name Is William Rast” campaign will feature fictional film clips starring multifaceted brand co-founder Justin Timberlake, who also co-directed, co-wrote and scored the movie clips. The campaign will be rolled out in the U.S. on three platforms: print, outdoor and – as the campaign’s centerpiece – in a series of film excerpts that will be released virally during the summer. Designed as movie posters, the print ads in leading fashion magazines and outdoor billboards in key U.S. cities will mirror the film’s concept. The online premier of the campaign will take place at williamrastmovie.com, in conjunction with the launch of the redesigned website, where visitors can experience the full campaign, as well as view the denim and ready-to-wear collections. Management has high expectations for the campaign to further spur sales of the premium apparel brand. “In these film clips, Justin plays an accomplished rebel, a complex modern-day hero with an edgy sense of style,” commented Colin Dyne, CEO of People’s Liberation. “Set in Tennessee, the story of William Rast and his girlfriend Birdie, played by model Erin Wasson, is told from the vantage point of the title character. Rast rebels against the conformity of everyday life, and Birdie is a strong woman with an unabashed sense of confidence. Besides being partners in crime, the two are soul mates.” “With this campaign, our goal is to create major buzz around the name and the brand of William Rast(TM),” Mr. Dyne continued. “Getting opinion leaders to talk and blog about the exciting and sometimes provocative film clips means that fans of Justin and of William Rast(TM) will be spreading the word.” William Rast(TM) is the premium denim and lifestyle brand conceptualized and founded by business partners Justin Timberlake and Trace Ayala. Marcella and Johan Lindeberg of Paris 68, brought on board to design the brand’s first complete men and women’s ready to wear collections, developed the campaign concept. An unconventional team of film, commercial and music video professionals collaborated in bringing the character of William Rast to life, including co-director Jonas Akerlund, who used 16 millimeter film for a raw, dark and sexy feel that is aligned with the title character’s personality. 

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