Our campaign revolved around a 3:30 short film that follows Dwayne “The Rock” Johnson, as he sets out to up his productivity with a little help from Siri. I traveled to Los Angeles and basically camped for a month at Nomad Studios. I was the art director for the mexican, spanish US, brazilian and chilean versions.

The campaign was mobile-first. The film was launched on iPhone with a custom Siri prompt that triggered the film to play when you asked Siri, “What are you and the Rock up to?” The film was also accompanied by additional digital and social content. 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.

Tens of millions of iPhone owners tried the custom Siri command, driving to over 217 million views of the film through mobile devices. The long form film became one of the most watched ads of 2017 without ever running on TV. The campaign led to a 12-month high in interest around Siri and a higher likelihood for people to describe Siri positively. Most important, the campaign drove an average of 185 million new Siri requests per week—and people kept using Siri, even after the campaign ended, which goes to show that “Dominate the Day” didn’t just cut through the clutter, it drove behavior.