Hasta La Creative!

About a year ago, Intel and Toshiba partnered together with the help of Pereira & O’Dell to create “The Beauty Inside,” a so-called “social movie” that paired not-quite-movie stars Topher Grace and Mary Elizabeth Winstead as two young actors who can’t believe that this is where their careers have taken them thus far. The big budget online film was apparently effective enough at whatever it was trying to do to spawn a spiritual sequel, “The Power Inside,” starring Harvey Keitel as a guy you kind of feel sorry for until you you consider that he’s still finding work at his age.

As a press release tells us, the heavily product integrated plot will consist of “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, 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.” We assume “inner strength” and “Intel-inspired Ultrabook™ devices by Toshiba” are pretty interchangeable in this scenario.

Similar to its predecessor, computer processor fans every can be part of the film by interacting with the protagonist via Facebook. Users can also upload a photo of themselves, edit that photo with a moustache and unibrow, and reach self-actualization after the process is completed. Credits after the jump.

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Going in a completely different direction than they did with Intel + Toshiba’s The Beauty Inside, Pereira & O’Dell is out with The Power Inside, a hilarious new content marketing film directed by Will Speck and Josh Gordon and starring Harvey Keitel.

Like a seventies porn film crossed with an alien invasion horror flick, the film’s plot follows the 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, who together with his friends and the help of technology “discovers his inner strength” to defeat the moustache and unibrow invaders called Uricks. Intel-powered Toshiba Ultrabooks, of course, play an important role in Neil’s mission.

The film, debuting August 15, will be interactive in a way allowing viewers to take a side; join the Uricks and participate in the invasion or join the Guardians and help save the world.

Of the films participatory approach, Speck said, “The way that we make films and how viewers interact with entertainment content is evolving. Social films give us the opportunity to tell stories in a new way by creating an immersive, participatory experience for the audience.”

At the films website, people can audition for roles in the movie. To join the Urick team, people are invited to upload a photo from their computer webcam to the film’s Facebook Page, and facial recognition software will add a moustache or unibrow. Viewers can also upload videos of themselves removing a moustache to join the Guardian team. Those who upload photos and videos will have a chance to appear in one of the film’s episodes.

This work won’t make you cry like The Beauty inside may have but it will most certainly make you laugh.

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