A man wakes up as a different person every morning - and one day, he falls in love. It's an intriguing premise, but not quite right for Hollywood where movies need one or two unchanging stars. What it is perfect for, however, is social media where involving as many people as possible is the whole point. The Beauty Inside is a six-episode social film starring Topher Grace, Mary Elizabeth Winstead and dozens of ordinary fans who auditioned via webcam to help portray the main character, Alex.

This love story as told by two technology companies was the most shared branded video during the same time span as the Olympics and the release of the iPhone 5. It inspired hundreds of thousands of fans to give and request love advice and discuss their own sense of identity, while celebrating the ideal that - with humans and computers alike - it's what's inside that matters most.