Fresh Step: Catdance Film Festival

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It seems cat videos aren't always about LOL. Or at least that's what cat litter brand Fresh Step is attempting to say with its "Catdance Film Festival" project. The Clorox-owned brand is inviting people to submit cat-related films with an art house touch and win a trip to the Sundance Film Festival in Utah.

Fresh Step has kicked off the campaign at its website, where you can see three original, scripted shorts including this one, featuring mysterious spy cat Patrick Chesterfield II. There's also a romance, A Cat in Love, and a celebration of the cleverness of cats called Covetous Cat, and a new, original movie will be added on the site each week through the end of the year. Fresh Step worked directly with filmmakers through a partnership with GenArt to create the commissioned films.

Visitors to the site are invited to submit their own film, of less than four minutes, Five finalists will be chosen by a panel of judges and will have the chance to go to Utah and have their film screened during the "Catdance" festival (which is not actually affiliated to Sundance, but will take place at the same time). After the screening, fans can vote for the best original cat short. The winner will be named the Viewer's Choice winner and the filmmaker will receive a $10,000 prize.

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