‘The Beauty Inside’ Nominated for Emmy Award

The National Academy of Television Arts & Sciences (NATAS) today announced the nominees for the 40th Annual Daytime Entertainment Emmy® Awards.  The social web series, “The Beauty Inside”, presented by Intel and Toshiba and created by San Francisco-based Pereira & O’Dell, is nominated for Outstanding New Approach to Original Daytime Program or Series.
 
The Daytime Entertainment Emmy® Awards recognize outstanding achievement in all fields of daytime television production and are presented to individuals and programs broadcast from 2:00 a.m.-6:00 p.m. during the 2012 calendar year.  This year’s gala will return to the prestigious Beverly Hilton Hotel in Beverly Hills, CA and be telecast on the Turner Broadcast Networks, HLN on Sunday evening, June 16, 2013.
 
“The Beauty Inside” (www.thebeautyinsidefilm.com) is an interactive web program presented by Intel and Toshiba where anyone can play the lead character of Alex. The film is directed by Sundance winner Drake Doremus (“Like Crazy”), and stars Topher Grace (“That ‘70s Show,” “Spider-Man 3”), Mary Elizabeth Winstead (“Abraham Lincoln: Vampire Hunter,” “Scott Pilgrim vs. The World”) and Matthew Gray Gubler (“500 Days of Summer”, “Criminal Minds”).
 
The series tells the story of a guy named Alex who wakes up every day as a different person. He is always the same person on the inside, but on the outside, he is somebody else. When he meets Leah and falls in love, everything changes for him. He knows he will see her again, but she will never see him. Because Alex's appearance changed every day, all fans—male or female—were invited to audition for the lead role of Alex. This underlying social component allowed the audience to engage and star alongside Hollywood big shots. Audience members also played Alex throughout the experience on his Facebook timeline via photos and videos, contributing to his narrative every step of the way.
 
This charming Facebook experience features an omnipresent character in the form of a Toshiba Portégé Ultrabook with Intel Inside, which Alex uses daily to chronicle his changing appearances and attempts at a meaningful relationship. The series gave Intel and Toshiba a chance to interact with and provide a branded entertainment experience to a younger generation of consumers engaged in social media.
 
A total of 26 Alexes were cast in the film from fans all over the world including Japan, France, German, Italy, Philippines, Canada and Spain. An additional 50+ Alexes were selected/featured on the Facebook timeline. Alexes were chosen from over 4,000 auditions on Facebook.
 
The first of six episodes began airing August 16 running each Thursday at 3pmPST/6pmEST. With 70MM views, 96,000 likes on Facebook and a remarkable 97% approval on YouTube, "The Beauty Inside" wowed and attracted new fans as well as auditions to play Alex throughout the 6 week series.
 
“We are honored to be nominated and that the NATAS is committed to showing love for interactive programming with the outstanding new approach category,” said PJ Pereira, Chief Creative Officer at Pereira & O’Dell.
 
“This will be a true celebration of the 40 years of Daytime Television focusing on the past, the present and the future of Daytime.  Congratulations to all the nominees!” said David Michaels, Senior Executive Director, Daytime Entertainment Emmy Awards.
 
A full list of all nominees in all categories can be viewed at www.emmyonline.tv.

Credits

Client: Intel
Johan Jervoe, VP, Sales and Marketing Group; Director, Partner Marketing
Ryan Baker, OEM Partner, Marketing Manager
Billie Goldman, Co-Marketing Manager, Partner Marketing
Arturo Litvin, Regional Market Development Manager
 

Client: Toshiba America Information Systems, Inc.
Carl Pinto, VP of Marketing
Ron Smith, VP of Content 
Tom Hume,, Director of Communications
Michele Nguyen-Gueron, Advertising Manager
 
Lead Agency: Pereira & O’Dell
PJ Pereira, Chief Creative Officer
Jaime Robinson, Executive Creative Director
Jason Apaliski, Creative Director
Neil Ramanan, Copywriter
Chaz Whitworth, Art Director
Jeff Ferro, Executive Agency Producer
Elisa Moore, Film Producer
Erin Davis , Senior Interactive Producer
Gary Theut, Client Services Director
Henry Arlander, Management Supervisor
Lisl Schilperoort - Account Executive
Nick Chapman, Director of Strategy
Justin Cox, Strategy Director
Josh Brandau, Director of Media Strategy
Dan Beer, Media Supervisor
Liz Bell, Media Strategist 
Pete Fishman, Media Strategist 
Xandra Ess, Business Affairs Director
Angela Eddleman, Business Affairs Manager
Molly Parsley, Publicist
Corey Lenhart, Production Intern/Fan Consultant
 
 
B REEL
Digital Production: B-Reel
Film Director: Drake Doremus
Screenwriter- Richard Greenberg/Drake Doremus/B-Reel
Executive Producer Film- Susan Rued Anderson
Head of Production Film - James Okumura
 
LOST PLANET EDITORIAL 
Trailer Editor- Tyler Higgins
Freelance Assistant Editor- Derek Drouin
Assistant Editor- Jason Dopko
Executive Producer- Gary Ward
Producer- Jaclyn Paris
 
Sound Design and Mixing by- Ravenswork
Mixer and Sound Designer- Robert Feist
 
LAUNDRY!
Creative Directors- PJ Richardson, Anthony Liu
Executive Producer- Michael Bennett
Head of Production- Eric Badros
Design and Animation- Yongmin Park
 
NTROPIC
Creative Director- Nathan Robinson
Flame Artist- Matthew Tremaglio
Head of Production- Melissa Warhaftig
Producer- Jenna Louie
 
FILM PRODUCTION TEAM 
Line Producer- Richard Berman
Production Supervisor- Mark Aran
Director of Photography- Sean Stiegemeier
Communication Coordinator- Marcella Taylor
Film Editor:  Annette Davey
Trailer Editor:  Tyler Higgins
1st Assistant Director- Sean Vawter
2nd Assistant Director- Roger Udwin
2nd 2nd Assistant Director- John Jon Perez
Production Designer- Katie Byron
Music Composer- Dustin O’Halloran
Score Mixer- Francesco Donadello
Art Director- Linn Gelert
Set Decorator- Eric Troop
Prop Master- Bruce Corkum
Assistant Props- Spencer Rochfort
Leadman- Matthew Murphy
Driver- Kevin Morris
Set Dresser- Chad Axman
Set Dresser- Jonny Day
Set Dresser, Jack O'Brien
1st A Cam Operator, Joe Segura
2nd AC , Christine Hodinh
2nd AC - Jacqueline Stahl
Crane Operator- Connor Vandeer
DIT- Jamie Metzger
Gaffer- Chad Cohlmia
Best Boy Set Lighting Tech- Bobby Dechellis
Set Lighting Tech- Brandon Delgado
Set Lighting Tech- Joe Passarelli
Set Lighting Tech- Mike Woodside
SLT / Driver- Chris Neitzel
Key Grip- Mark Polanski
Best Boy Grip- Nathaniel "Spook" James
Grip- Rudy Covarrubias
Grip- Hector Canales
Grip- Jeff Baker
Grip- Jayson Rury
Grip- Ricky Rosales
Grip Driver- Will Gonzalez
Grip/Driver- Dane Harvey
Script Supervisor- Lori Grabowski
Script Supervisor- Erin Connarn
Sound Mixer- Monty Buckles
Boom Operator- Jon Orr
Boom Operator- Vince Shelley
VTR Operator- Michael Moretti
Wardrobe