Ask:

Get the 70% of iPhone owners who don’t use Siri to start.

Strategy: Created a campaign to shift the perception around Siri
from personality to utility by creating contextual examples that show
people how to use Siri in a way that is meaningful to them.

My partner Kevin Fitz and I came up with TV bumpers to fill a free media
opportunity and educate users on all the cool things Siri can do.

They worked!

We then worked with Associate Creative Directors Will Decher and Jacob Abernathy
and a really great team to conceptualize, write, blowout, and produce a 3-minute
film starring Mr. Dwayne Johnson.



 Apple - Rock X Siri

Global Campaign