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'Beauty Inside' wins Daytime Emmy

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Beauty Inside, the web drama created by Pereira & O'Dell for Intel and Toshiba, scooped an EMMY at Friday night's at 40th Annual Daytime Creative Arts Emmy Awards in L.A..

Beauty Inside won in the category of Oustanding New Approaches – Original Daytime Program or Series. The film is about Alex, a 20-something male who lives in Los Angeles, and wakes up every day with a new physical appearance. Fans, both male and female, were able to audition for the role of Alex and could interact with the character via social networks.

The drama, which ran on YouTube and Facebook last summer, featured the Toshiba Portege Ultrabook, which Alex used as a "personal journal".

Beauty Inside is the first web drama of its kind to be awarded in this space. In May 2012, Jason Zada, director at Tool, won in the same category for Take This Lollipop, an interactive short film and Facebook app into which Facebook users could insert their own profile information.

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