Intel & Toshiba are launching their third social film, The Power Inside, directed by Will Speck and Josh Gordon (Blades of Glory), moving it away from its more serious predecessors (The Inside Experience and last year’s award winning The Beauty Inside).
“The social aspect of the film will ask people to audition to play the part of the invaders — with a twist. People will have to upload a photo from their webcams to the Facebook page, and facial recognition software will add the requisite hirsuteness to their visages. If they want to join the team of the “Guardians,” they’ll have to upload a video of themselves removing mustaches.
Appearing in this year’s films are Harvey Keitel (“Reservoir Dogs”), Craig Roberts (“Submarine”), Analeigh Tipton (“Crazy, Stupid, Love”), Reid Ewing (“Modern Family”) and Zack Pearlman (“The Inbetweeners”).” The film will be much more effects-heavy than its predecessors, and Zoic will handle the VFX” – Creativity-Online.
The film will also include appearances of Spotify, Sykpe and Skull Candy, forming mini ‘ads within the ad’.
Why I’m Curious
As more and more brands move toward creating content, Intel and Toshiba have found a nice formula that works for them: famous/semi-famous actors & directors + social + compelling storyline = success. Rather than crowdsource the entire project, they invite fans to participate and be seen in a way that is still entirely controlled by the brand, yet seems extremely participatory.