Justin Timberlake is playing a starring role in a new advertising campaign for William Rast, the denim and lifestyle brand he co-founded with Trace Ayala.

"My Name is William Rast" features Timberlake and model Erin Wasson, and will be rolled out across the US this autumn in three formats: print, outdoor and a virally released series of film spots.

Timberlake stars in the ads as William Rast, playing him as a mysterious, non-conformist character.

He also co-wrote the screenplay, co-directed the films and wrote their original score. Wasson plays his girlfriend, Birdie.

The campaign concept was developed by Marcella and Johan Lindeberg of Paris 68, who designed the brand's first complete men's and women's ready-to-wear collections.

The online premiere of the campaign will take place at williamrastmovie.com, in conjunction with the launch of the brand's new website.