Intel/Toshiba's 'The Beauty Inside' nabs Cyber Grand Prix at Cannes

Another social film experience.

Published On
Jul 24, 2012

Editor's Pick

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.

Credits

Date
Jul 24, 2012
Agency:
Pereira O'Dell
Production Company:
B-Reel
Director:
Drake Doremus
Chief Creative Officer:
PJ Pereira
Executive Creative Director/Production:
Jaime Robinson
Creative Director:
Jason Apaliski
Copywriter:
Neil Ramanan
Art Director:
Chaz Whitworth
Executive Agency Producer:
Jeff Ferro
Broadcast Producer:
Elisa Moore
Interactive Senior Producer:
Erin Davis
Client Services Director:
Gary Theut
Management Supervisor:
Henry Arlander
Director, Strategy:
Nick Chapman
Director, Strategy:
Justin Cox
Director, Media Strategy:
Josh Brandau
Digital Media Supervisor:
Dan Beer
Media Strategist:
Liz Bell
Media Strategist:
Pete Fishman
Business Affairs Manager:
Angela Eddleman
Production Intern/Fan Consultant:
Corey Lenhart
Film Editor:
Annette Davey
Trailer Editor:
Tyler Higgins
Editorial Company:
Lost Planet Editorial
Graphics:
Laundry
Visual Effects/Online:
N Tropic
Music:
Dustin O'Halloran
Sound Designer:
Robert Feist
Brand:
Intel - Toshiba
Client:
Intel - Toshiba

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Project Type