When Fox gave filmmaker Casey Neistat $25,000 to produce a promo for The Secret Life of Walter Mitty, he took the money to the Philippines to help in disaster relief.
The video came about after 20th Century Fox emailed Neistat inviting him to take part in the marketing efforts for the upcoming Ben Stiller film by making a promo to encourage people to “live your dreams.” The studio offered Neistat $25,000 to create the video, which gave the New York-based filmmaker the philanthropic idea.
From the actual email he received: “Dear Casey, 20th Century Fox is releasing a new movie,The Secret Life of Walter Mitty. We want to run a campaign under the concept, ‘Live Your Dreams.’ The collective theme behind this initiative is to motivate, inspire and give people a catalyst to do something they’ve never done. We’d like to know if you’d be interested in creating a video about living your dreams.”
He responded with this simple request: “Here’s my concept. Give me a budget, I’ll go to the Philippines and spend every penny helping people in need.”