Branded Film ‘The Beauty Inside’ Combines Star Power, Social Media

By Ella Riley-Adams 

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.

Client: Intel

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 Partners:

Production Company:   B-Reel Films,  Film Director: Drake Doremus

Film Editor:  Annette Davey

Trailer Editor:  Tyler Higgins

Editorial  Company:  Lost Planet Editorial

Graphics:   Laundry

Visual FX/Online:  N Tropic

Music:  Dustin O’Halloran

Sound Designer:  Robert Feist at Ravenswork