To promote the Ultrabook, Toshiba and Intel have partnered to create a new “social movie,” a film that blurs the lines between web series, traditional feature film, and social media-driven interaction.
“The Beauty Inside” is a movie about Alex, a guy who wakes up looking like a different person every day. Then he falls in love and it becomes a problem, because what girl is going to be down with a wrinkly old man one day and a beautiful, lithe woman the next? It’s a fitting plotline for a social movie, because it leaves space for real people to act as Alex.
To find those real people, Toshiba and Intel are hosting auditions on their Facebook page. From July 24 to September 13, aspiring actors can submit photos and videos for a chance to be in “The Beauty Inside.” As with anything social, more sharing and likes increases an actor’s chance of getting featured.
On August 16, Toshiba and Intel will show the first of six episodes on their Facebook page. The audience will be invited to share their input and encouraged to keep auditioning as the story unfolds.
This project seems like a solid combination of vital entertainment factors. “The Beauty Inside” features one familiar young celeb, one up-and-comer (Topher Grace and Mary Elizabeth Winstead, respectively), and will be directed by Drake Doremus, a man with Sundance clout. Viewers can easily get involved and have input in the plotline when they audition, and they’ll then spread the news to their friends and followers. This may be an elaborate creation for some simple product placement, but a branded movie with both star power and shareability seems likely to succeed.
Credits after the jump.
Johan Jervoe, VP, Sales and Marketing Group; Director, Partner Marketing
Ryan Baker, OEM Partner, Marketing Manager
Billie Goldman, Co-Marketing Manager, Partner Marketing
Arturo Litvin, Regional Market Development Manager
Client: Toshiba America Information Systems, Inc.
Carl Pinto, VP of Marketing
Ron Smith, VP of Content
Tom Hume,, Director of Communications
Michele Nguyen-Gueron, Advertising Manager
Lead Agency: Pereira & O’Dell
PJ Pereira, Chief Creative Officer
Jaime Robinson, Executive Creative Director
Jason Apaliski, Creative Director
Neil Ramanan, Copywriter
Chaz Whitworth, Art Director
Jeff Ferro, Executive Agency Producer
Elisa Moore, Broadcast Producer
Erin Davis , Sr. Interactive Producer
Gary Theut, Client Services Director
Henry Arlander, Management Supervisor
Lisl Schilperoort – Account Executive
Nick Chapman, Director of Strategy
Justin Cox, Strategy Director
Josh Brandau, Director of Media Strategy
Dan Beer, Media Supervisor
Liz Bell, Media Strategist
Pete Fishman, Media Strategist
Angela Eddleman, Business Affairs Manager
Corey Lenhart, Production Intern/Fan Consultant
Production Company: B-Reel Films, Film Director: Drake Doremus
Film Editor: Annette Davey
Trailer Editor: Tyler Higgins
Editorial Company: Lost Planet Editorial
Visual FX/Online: N Tropic
Music: Dustin O’Halloran
Sound Designer: Robert Feist at Ravenswork
- Thinking Small with Nike Free and Publicis Uruguay
- Dulcolax, McCann Health Make 2014's 'Crappiest' Ad to Date
- Periscope, Great Clips Let Their Hair Down for Teachers
- Mystery Box and The Harmon Brothers Get Violent, Messy for VidAngel