First-time screenwriter Dennis Lazar sent out a tweet that got him the chance to see his idea turned into a 15-second film. The contest launched last month when Heineken and agency Wieden+Kennedy New York asked people on Twitter to come up with something creative to win a change at a #15secondpremiere at Tribeca Film Festival.

Wieden+Kennedy New York copywriter Mike Vitiello says the idea was to get one lucky fan an active role in the film festival, instead of just sitting back and watching. "We've heard stories about major movies that were pitched in as little as three words, so we thought 140-characters would be plenty," says Vitiello. "On the Internet it's really easy to throw out a crazy idea from the comfort of your laptop, but we really wanted to take somebody out from behind the keyboard and put them in the spotlight. How would they react if they had to stand up for that crazy tweet in a room of 100 people--including Robert De Niro himself--at Tribeca Film Festival?"


Contest winner Dennis Lazar with Robert De Niro at the film premiere on April 23, 2014.

Watch the short film and some extra bits below: