The Beauty Inside for Intel and Toshiba

The Beauty Inside“, an advertising campaign for Intel and Toshiba, has won one of the Grand Prix awards in the Cyber Lions category at Cannes International Festival of Creativity. A 45 minute film was shot, starring Mary Elizabeth Winstead and Topher Grace, with gaps left for consumer content. Alex is in his mid twenties. He lives in Los Angeles. He restores antiques. And he’s a pretty normal guy. Except for one thing: Everyday he wakes up looking like someone else. And it’s been happening for as long as he can remember. Welcome to The Beauty Inside. Fans on Facebook submitted their versions of Alex’s video diaries. 100 versions of Alex were chosen. The campaign led to 70 million views, 26 million interactions, 97% approval on Youtube, 66% lift in brand perception for Intel, 40% for Toshiba, and 300% sales increase. The campaign is online at, Facebook and Youtube.

The Beauty Inside

See Episodes 1 to 6, and the introduction to the completed film.

The Beauty Inside Facebook
The Beauty Inside Original Score

Beauty Inside Credits

The Beauty Inside campaign was developed at Pereira & O’Dell, San Francisco, USA, by chief creative officer PJ Pereira, executive creative director Jaime Robinson, creative director Jason Apaliski, art director Chaz Whitworth, copywriter Neil Ramanan, executive producer Jeff Ferro, agency film producer Elisa Moore, senior interactive producer Erin Dahlbeck Davis, strategy director Justin Cox, media planner Josh Brandau, media supervisor Dan Beer, business affairs director Xandra Ess, account service director Gary Theut, account director Henry Arlander.

Filming was shot by director Drake Doremus via B-Reel Films. Editor was Annette Davey at Lost Planet. Graphics were produced at Laundry. Visual effects were produced at NTropic.