BMF, Scoundrel and Rumble reveal the real voice behind 'Siri' in new TEDxSydney 2018 film

Meet Sara 1.jpgFor the third consecutive year, TEDxSydney has selected creative agency BMF to produce a film for its 2018 film program under the theme 'Humankind'. The film, which premiered on Friday in front of 5000 people at TEDx Sydney,  unmasks the real genius behind Apple's personal assistant Siri.

Says Millicent Malcolm, creative, BMF: "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."

Meet Sara 2.jpgSays James Dive, director: "Siri has never sat quite right with me. She's always been a 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 builtMeet Sara 3.jpg of brains and heart. Her struggle resonated. It is a film for all the Sara's."

The full TEDxSydney short film program can be viewed in the recording of the live streaming of TEDxSydney. "Meet Sara" plays at 3:01:22:

Advertising Agency: BMF
Executive Creative Director: Alex Derwin
Creative Directors: David Fraser and Dantie Van Der Merwe
Creative: Millicent Malcolm
Executive Producer: Jenny Lee-Archer
Production Assistant: Beatrice Osborne
Production Company: Scoundrel Films    
Director: James Dive             
Executive Producer: Adrian Shapiro
Producer: Morgan Benson-Taylor
DOP: Jordan Maddocks    
Post Production: The Butchery
Producer: Rose Harding
Editor: Daniel Lee
VFX Supervisor: Drew Downes
Sound: Rumble Studios
Sound Designer: Nat Joyce
Producer: Michael Gie


LOL (not) said:

A bad voice....and an even shittier film..

Funny as said:

Made me LOL. Like a lot

Siri Sara said:

What is the insight for this ad even

Siri said:

It's not an ad mate.

Old CD Guy said:

It's a terrific film.

See, advertising is so much simpler when you don't have to advertise anything.

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