Rock X Siri

Siri can make anyone more productive. And to prove it, we paired Siri with Dwayne “The Rock” Johnson, the world’s busiest actor/producer/wrestler/entrepreneur for the busiest day in history. In our centerpiece short film, The Rock uses Siri to propel himself to even greater heights of absurd productivity.

"Dominate the Day" was the first film launched through a custom Siri command that triggered the film to play on your iPhone. To fuel exposure, content was first seeded with The Rock’s fans, followed by a coordinated push across TV, PR, digital and social, generating mass-media coverage.

Brief: Showcase all the things that Siri can do.
My role: Storyboard Art Direction, Campaign Extensions

Advertising, Television, Global 360 Campaign

Easter Eggs

We snuck a number of easter eggs into our spot, including original magazine covers and YouTube titles. An iPhone background of The Rock in his throwback 80's gear that I pitched even became an internet sensation. We were able to convince Apple to embed a unique Siri command into the phone as part of the campaign. We also ran a live animated movie-poster style short on Instagram, advertising the film.

My Role

This was the biggest production of my career to date. My partner Kevin Fitz and I were on this project from day one. We were the first juniors to ever work on a global campaign at Media Arts Lab at the time. After securing a smart way for Apple to use Siri in TV bumpers, we jumped onto the project to concept the ideas, pitch scripts, come up with scenarios to build the main spot, concept social ideas, and internationalize the extensions across every market.



TBWA / Media Arts Lab
Creative Direction by Jeremy Wirth, Greg Greenberg

Directed by Brian Buckley of Hungryman Productions
Produced by Exhile