Intel / Toshiba

The Beauty Inside



The Beauty Inside is the Emmy Award-winning series was created by Pereira & O'Dell for clients Intel + Toshiba. The campaign is directed by Sundance-winning filmmaker Drake Doremus (“Like Crazy”), and stars Topher Grace (“That ‘70s Show,” “Spider-Man 3” and “Valentine’s Day"), Mary Elizabeth Winstead (“Abraham Lincoln: Vampire Hunter,” “Scott Pilgrim vs. The World”), and Matthew Gray Gubler ("500 Days of Summer", "Life Aquatic with Steve Zissou"). 

"The Beauty Inside" is the story of a guy named Alex who wakes up every day as a different person. He is always the same person on the inside but on the outside he is somebody else. When he meets Leah and falls in love everything changes for him. He knows he will see her again but she will never see him. 

Because Alex's appearance changes every day, all fans – male or female – were summoned to audition for the lead role of Alex. This underlying social component provides the audience with an opportunity to engage and star alongside Hollywood big shots. Audience members also play Alex throughout the experience on his Facebook timeline, via photos and videos, adding to his narrative every step of the way. This charming series is a branded content piece for the Toshiba Portégé  Ultrabook™ with Intel inside, which Alex uses daily to chronicle his changing appearances and attempts at a meaningful relationship.  

The fluid nature of one's identity, told through social media is in some ways a metaphor for social media. The series gives both Intel and Toshiba a chance to interact and provide a branded entertainment experience to a younger generation (18-34) of consumers. A total of 26 Alexes were cast in the film from fans all over the world including Japan, France, Germany, Italy, Philippines, Canada and Spain. And an additional 50+ Alexes were selected/featured on the Facebook timeline. Alexes were chosen from over 4,000 auditions on Facebook.

Additionally, the original score by Dustin O'Halloran can be purchased on Apple Music

Watch the full series online 



Awards

  • Cannes Film Grand Prix 2013
  • Cannes Branded Content & Entertainment Grand Prix 2013
  • Cannes Cyber Grand Prix 2013
  • Daytime Emmy Award 2013
  • Gold Clio - Branded Entertainment & Content 2013
  • Gold Clio - Film: Online Campaign 2013
  • Cannes Gold Lion - Branded Content and Entertainment 2013
  • Cannes Silver Lion - Branded Content and Entertainments 2013
  • Cannes Gold Lion - Best Copywriting 2013
  • Cannes Bronze Lion - Direct, Other Consumer Products 2013
  • Cannes Silver Lion - Cyber, Best Video 2013
  • Cannes Silver Lion - Cyber, Community Applications 2013
  • Cannes Silver Lion - Promo & Activation, Durable Goods 2013
  • Cannes Lion, Shortlist - Titanium 2013
  • Cannes Lion, Shortlist - Cyber, Viral Marketing 2013
  • Cannes Lion, Shortlist - Cyber, Interactive Video 2013
  • Cannes Lion, Shortlist - Promo & Activation, Best Integrated Campaign Led by Promotion & Activation 2013
  • Cannes Lion, Shortlist - PR, Technology & Manufacturing 2013
  • Cannes Lion, Shortlist - PR, Best Use of Social Media 2013
  • Webby Winner - Branded Entertainment Scripted and Drama 2013
  • Webby Winner - Branded Entertainment Long Form 2013
  • One Show Entertainment, Gold - Craft/Technique, Best Direction 2013
  • One Show Entertainment, Gold - Craft/Technique, Best Writing 2013
  • One Show Silver Pencil - Non-Broadcast, Online 2013
  • One Show Silver Pencil - Branded Content, Online 2013
  • One Show Interactive Silver Pencil - Long Form, Series/Episodes 2013
  • One Show Interactive Bronze Pencil - Best Use of Social Media/Facebook 2013
  • Facebook Studio Awards, Silver 2013
  • D&AD, In-Book 2013
  • Art Directors Club Gold Award - Online Content: Podcast/ Web Series 2013
  • Art Directors Club Gold Award - Craft: Content/Copywriting 2013
  • Art Directors Club Silver Award - Online Content: Nonbroadcast Media 2013
  • Creative Review - Annual In-Book 2013
  • ANDY Gold Award - Branded Content 2013
  • ANDY Gold Award - Consumer Generated Content 2013
  • SXSW Interactive Winner - Film/TV 2013
  • Digiday Winner - Best Consumer Video Campaign 2013
  • One Screen Festival Winner - Branded Content 2012
  • AdAge Viral Video Chart #1 (Sept. 19, 12, & Aug. 9) 2012
  • FWA Site of the Day 2013
  • Creativity Magazine - Creativity Pick of the Day 2013