Intel® Corporation and Toshiba’s Digital Products Division (DPD) are working together on “The Power Inside”, their third social media film in three years, following on from the success of Inside (2011) and The Beauty Inside. Directed by Will Speck and Josh Gordon, the movie stars Harvey Keitel, Craig Roberts, Analeigh Tipton, Reid Ewing and Zack Pearlman. The film’s plot follows an alien invasion by a race of extraterrestrial moustaches and unibrows who take over the upper lips and eyes of people around the world. The main character is Neil (Craig Roberts), who together with his friends and the help of technology discovers his inner strength to defeat the moustache and unibrow invaders called Uricks. Intel-inspired Ultrabook™ devices by Toshiba play an important role in Neil’s journey of self-discovery.
Six episodes are being launched, beginning with the first on August 15. Viewers from the around the world can visit www.thepowerinside.com or www.Facebook.com/insidefilms to watch the trailers, episodes and audition to be in the film.
To join the Urick team and potentially be featured in the film people are invited to upload a photo from their computer webcam to the Facebook Page*, and the facial recognition software will add a moustache or unibrow. Viewers can also upload videos of themselves removing a moustache to join the Guardian team. These photos and videos may be incorporated into the social film episodes. Neil’s character is engaging the audience through the “The Power Inside” Facebook Page.
“Toshiba’s commitment to leading innovation is brought to life through the lens of the social film,” said Carl Pinto, vice president marketing, Toshiba America Information Systems, Inc., Digital Products Division. “We strive to inspire consumers, foster creativity among the social film fans, and promote the new wave of computing among these communities.”
Neil is a twenty-something guy going nowhere in life. He works a dead-end job, has no girlfriend, and his best friend isn’t exactly the best. But today, something is different. People are starting to pay attention to him. It just might not be the kind of attention he was looking for.
In Episode 2 Ari encourages Neil to make some bold moves, while the strange attention Neil has been getting only gets weirder.
In Episode 3 O’Manksy helps Ashley and Neil deal with the ‘stached, while the truth about the moustache aliens and their obsession with Neil becomes more clear.
The success of the first two Inside films has led to product placements in The Power Inside, including Spotify, Skype, Fossil Watches, and Skull Candy.
The Power Inside campaign was developed at Pereira & O’Dell by chief creative officer PJ Pereira, executive creative officer Jaime Robinson, creative director Jason Apaliski, copywriters Ross Cavin and Neil Ramanan, art directors Chris Adams and Brett Beaty, VP of production Jeff Ferro, film producer Bill Spangler, senior integrated producer Kelsie Van Deman, VP of client services Cary Theut, account director Henry Arlander, account executive Lisl Schilperoort, VP of strategy Nick Chapman, strategy director Justin Cox, VP of media Josh Brandau, media strategists Andrew Matthews and Pete Fishman, assistant media strategist Katie McKinley, project manager Jennifer McConville, business affairs director Xandra Ess, publicist Molly Parsley, working with Intel VP Sales and Marketing Group; Director, Partner Marketing: Johan Jervoe, OEM Partner, Marketing Manager: Ryan Baker, Co-Marketing Manager, Partner Marketing: Billie Goldman, Campaign Manager, Partner Marketing: Tim Baldwin, Toshiba America Information Systems VP of Marketing Carl Pinto, VP of Content Ron Smith, Director of Communications Tom Hume, advertising manager Michel Nguyen-Gueron.
Filming was shot by directors Will Speck and Josh Gordon via Furlined with executive producers Diane McArter and David Thorne, producer Jan Wieringa, writer Matt Robinson, director of photography Jo Willems, editor Rick Pearson, post supervisor Chris Ott, trailer editor Nina Kawasaki.
Interactive production was done at Tool of North America by interactive director Ben Tricklebank, executive producers Dustin Callif, Brian Latt, Oliver Fuselier, senior art director Matt Gase, designer Tatum Cardillo, creative technologist Bartek Drozdz, head of digital production Joy Kuraitis, senior interactive producer Kim Zaninovich, front end developer Felix Turner, back end developer Stan Wiechers, production designer Rebekah Quiroz Wilberg, writer Charlie Short.
Visual effects were produced at Zoic Studios by executive creative director Chris Jones, head of production Ian Unterreiner, executive producer Cally Morten, creative director/lead Flame artist Robert Moggach, producer Matt Olmon, coordinator Anna Chang, VFX supervisor Robert Moggach, DFX supervisor Ryan McDougal, compositing supervisor Andreas Jablonka, technical director Andrew Wilkoff, compositors Andreas Jablonka, Jacqueline Cooper, Eric Deinzer, Andrew Bardusk, Kyle Spiker, Jessica Amzoll, tracking team Caleb Pennypacker, Sanjay Raghavendran, Michael Lori, Michael Maker, Jarrod Avalos, previs artist Lchlon Johnston, modeller Anastasios Gionis, rigging team Scott Rosekrans and Daniel Wynne, animation team Keith A. Sintay, Nicole Herr, Chris Barsamian, Lindsey Butterworth, lighting team Ryan McDougal, Andrew Wilkoff, Robby Branham, Barry Kriegshauser, Sallyanne Massimini, Jacob Long, Aldrich Torres, hair team Ryan McDougal, Jacob Long, Sallyanne Massimini, dynamics team Michael Miller, Jason Mortimer, Junji Hirano.
Graphics were produced at Laundry.
Music was produced at Elias Arts by executive producer Ann Haugen, head of production David Gold, creative director Brent Nichols, sound designer Peter Rincon.