Intel and Toshiba followed up the social tour de force that was "The Inside Experience" with "The Beauty Inside" a social film out of Pereira & O'Dell and B-Reel, directed by Drake Doremus (Like Crazy).
The film is about Alex, a 20-something male who lives in Los Angeles, restores antiques and wakes up every day with a new physical appearance -- something that has been happening his whole life.
The film stars Topher Grace and Mary Elizabeth Winstead, and just like "Inside," has a strong social component. But the main character is up for grabs: Fans, both male and female, were given the opportunity to audition for the role of Alex. Because Alex's appearance kept changing, multiple people were chosen to play him, and auditions continued until the the project ended on Sept. 20.
The film felt quite different from "Inside," which had a dark, thriller-esque tone. "Beauty" has a softer, more romantic, coming-of-age vibe.
The campaign featured the Toshiba Portege Ultrabook, which Alex carried and used as a "personal journal." The first episode of the film debuted on August 16, on Facebook, and like "Inside," gave viewers the chance to interact with Alex via social networks.
Last week, the "The Beauty Inside" won an Emmy in the category of Oustanding New Approaches Original Daytime Program or Series and is now the winner of the Cyber Grand Prix at the Cannes Lions Festival.
For more of the goings on at Cannes, tune into Creativity's Cannes Central.