When Motorola launched its new c650 cell phone, which features 10-second video playback capabilities, we had the objective of positioning the product around this feature among young, tech-savvy, artistic people. We proposed to create a contest: the Motorola Ultra Short Film Festival. We developed a minisite that contained 50 especially produced 2-second video clips depicting different situations, and 5 different soundtracks. The challenge is to create an ultra short film selecting 5 clips, a soundtrack, and naming the film. The winners were selected by a jury of Mexican filmmakers on the merits of telling a coherent story within the limitations of the contest.