Intel's "Look Inside" film series about inspiring people scales new heights in this 90-second spot about Erik Weihenmayer, who's beaten long odds to climb the world's seven tallest peaks. There's a potent reveal—which we won't spoil—around the minute mark, where we learn about Weihenmayer's physical condition and what he's had to overcome to reach those summits. It's an emotional jolt that powers his narration. "One of the shortfalls I think many people have is that they allow all these distractions and fears and doubts to get into their head and sabotage them," Weihenmayer says. Later, when he asks, "Is there a way to make that difficult thing a catalyst to moving onto something different rather than just allowing it to crush you?" his sincerity resonates like an echo down a canyon wall. Ad agency Venables Bell + Partners and director Christopher Hewitt of Knucklehead get the tone just right, presenting Weihenmayer as a super achiever but not a superhero. His humanity and humility stay firmly in focus. The story is told in reverse, starting at the top of the mountain and working backward, a winning approach that Intel and VB+P used in their earlier viral hit about teenage cancer researcher Jack Andraka. Both films succeed as uplifting pieces of branded content, with the Intel connection wisely undersold. Here, the end line—"There's only one way to discover what you're made of: Look Inside"—seems tailor made for Weihenmayer, as that's precisely what he's had to do, never losing sight of his goals and aspirations. Intel will donate $30,000 to No Barriers USA, a nonprofit that helps people with disabilities, if Weihenmayer's video is shared 2,900 times on Twitter. (That number is a reference to the 29,000-foot elevation of Mount Everest, the highest mountain on Earth.)
.@ErikWeihenmayer video. 2,900 RTs, we will donate $30k to @NoBarriersUSA #EverestClimb http://t.co/4QPfpnvlVo pic.twitter.com/zJnPjdIyCy — Intel (@intel) February 4, 2014
CREDITS Client: Intel Agency: Venables Bell & Partners Executive Creative Directors: Paul Venables and Will McGinness Creative Director: Tom Scharpf Associate Creative Director: Eric Boyd Art Director: Stephen Lum Copywriter: Liz Cartwright Director of Integrated Production: Craig Allen Agency Executive Producer: Emily Moore Agency Producer: Melissa Nagy Production Company: Knucklehead Director: Chris Hewitt Executive Producer/Managing Director: Matthew Brown Line Producer: David Bishop Director of Photography: Chris Sabogal Editorial Company: Whitehouse Post Senior Producer: Kristin Branstetter Editor: Sam Gunn Asst Editor: Zach Vandlik Mix and Sound Design: Joel Waters/Lime Music: Elias Arts Executive Producer: Ann Haugen Composer: Jonathan Elias and Sarah Trevino Telecine: Company 3/LA Colorist: Stefan Sonnenfeld VFX: The Mill LA VFX Executive Producer: Sue Troyan VFX Producer: Jordan Sharon 2D Lead Artist: James Allen 2D Artists: Nick Tayler, Steve Gibbons, Scott Johnson End Animation: Brand New School Executive Producer: Devin Brook Producer: Amy Russo