BMF, Scoundrel And Rumble Reveal The Real Voice Behind ‘Siri’ In TEDxSydney 2018
Spot directed by James Dive.
For the third consecutive year, TEDxSydney selected creative agency BMF to produce a film for its 2018 film program under the theme ‘Humankind’. The film, which premiered in front of 5000 people at TEDx Sydney, unmasks the real genius behind Apple’s personal assistant Siri.
“Siri is an amazing invention. You can ask her anything. But who does Siri ask questions to? Our film tracks down Siri’s sister who was born with a lightening quick brain, but a shitty voice.” explained Millicent Malcolm, BMF creative.
“Siri has never sat quite right with me. She’s always been a bit…off. So when I learnt she was in fact a fraud it all made obvious sense. I fell instantly for the script and the plight of Sara, her sister, who is built of brains and heart. Her struggle resonated. It is a film for all the Sara’s,” added Director James Dive.