The Power Inside is an interactive social film, presented by Intel and Toshiba, directed by Will Speck and Josh Gordon, starring Harvey Keitel, Craig Roberts (Submarine, Jane Eyre), Analeigh Tipton (Warm Bodies, Crazy Stupid Love), and a few others. The series was created by the team behind the Emmy-nominated The Beauty Inside from 2012.and YOU. It's Hollywood's first social film where the audience helps save or destroy the world.
Above, The Power Inside — Episode 1, 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.
The Power Inside — Episode 2, Ari encourages Neil to make some bold moves, while the strange attention Neil has been getting only gets weirder.
The Power Inside — 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.
Go to http://www.thepowerinside.com to audition, follow the story, and enter a sweepstakes to win awesome weekly prizes.
There's chickens, black light grossness and an cornical math notes in Capital C's latest for Toshiba directed by Aleysa Young of Untitled Films and edited by Marco Pazzano, Panic & Bob. Capital C has tapped into dorm life to launch a new online ad campaign for Toshiba laptops, desktops and tablets. Consisting of 3 videos, display ads and a Facebook contest, the campaign is aimed at young adults that are outfitting themselves for the upcoming year. The videos show the utility of Toshiba products and how they make campus life easier. In one commercial, for example, it shows how Toshiba’s All-in-One desktop with gesture control can come to the rescue when you’ve been plastic wrapped to your bed in a dorm room filled with live chickens.
“We wanted to showcase the innovative features of Toshiba products in a way that would really resonate with our audience,” says Sherry Lyons, VP Corporate and Marketing Communications at Toshiba of Canada Limited. “Humour is great way to educate and entertain viewers at the same time.”
Another video finds two students checking out their new dorm room CSI-style with a USB-powered black light — promoting the Toshiba Satellite P-series laptop’s ability to power and charge USB devices even when the laptop is closed.
The final commercial shows how the Toshiba Excite Write tablet has the ability to convert handwriting and drawings into notes you can save and share when one student inadvertently sends his roommate a sketch of him posing heroically as a muscular centaur.
“We really tried to capture insights about life on campus. Like how disgusting a dorm could actually be or how well do you really know the guy you’re rooming with,” comments Gary Watson, Executive Creative Director, Capital C. “We focused on the product itself and built storylines around those features. It just so happened that they inspired some fun thinking.”
The videos were directed by Aleysa Young of Untitled Films and edited by Marco Pazzano of Panic & Bob, both who were chosen for their experience working on youth-oriented brands with a comedic slant.
Complementing the online videos is a Facebook contest where people can not only win the Toshiba products featured in the videos but gag gifts inspired by the campaign. “We really wanted to make sure the social initiative felt like it was coming from the same place, with the same sensibility,” adds Gary Watson. “So, not only can you win the products in the ads, you can also win a USB-powered black light and rubber chickens.”
Credits: Client: Toshiba of Canada Limited Campaign: Back to School Spot Titles: "Chicken Prank", "Black Light", "Math Notes"
Agency: Capital C, Toronto Executive Creative Director: Gary Watson Art Directors: Gary Watson, Stephen Sandian (Black Light) Writers: Gary Watson, Kurtis Martin (Black Light) Agency Producers: Margaret Callaghan, Shireen Shah Account Service: Jason West, Martha Bushell, Will Dell Production Company: Untitled Films, Toronto Director: Aleysa Young Executive Producer: Estelle Weir Producer: Robbie McNamara Cinematographer: Bobby Shore Editing: Panic & Bob, Toronto Editor: Marco Pazzano Casting: Stephen Mann Casting Online: Crush via: Shannon Stephaniuk @ Glossy
