The Challenge

TRUST was tasked with the challenge of creating an engaging digital PR platform utilizing social media channels to promote client Tool of North America's "Touching Stories" iPad films during the Cannes Lions.

Touching Stories

Five of Tool's directors--Geordie Stephens, Jason Zada and Erich Joiner, Sean Ehringer and Tom Routson--shot four films with interactive points that call for touching, shaking or turning the iPad built into the plots. A partnership with Domani Studios provided the technology to connect the film process with the iPad's multi-touch and accelerometer features, as well as the ability to load videos or visit Web pages. The result goes far beyond special effects--the team rebuilt each film's story within the context of the iPad experience.