Intel's new brand platform, "Look Inside," hopes to, through a series of short films, encourage people to look within themselves to find what makes them special. The first film for the campaign, created via Venables Bell & Partners, tells the story of 16-year-old whiz kid Jack Andraka, who was the recipient of the 2012 Gordon E. Moore Award, the grand prize at the Intel International Science and Engineering Fair. He won the award for his role in developing a new method to detect pancreatic, ovarian or lung cancer.
Mr. Andraka was inspired by the death of his uncle to pancreatic cancer -- a death that could have been prevented, perhaps, if only they had more time. The film, directed by Britton Caillouette tells his story in reverse, starting with his big win.