Fans were excited to see Kevin Hart and Dwayne Johnson in a new buddy comedy. So for this UGC-generating microsite we aimed to help break down the walls between the movie and fans; and as the walls came down, an energized audience crashed through, helping propel Central Intelligence to a $180M worldwide hit.


The Intelli-GIF

When Kevin Hart and Dwayne Johnson get together, anything can happen – so watch out. Better yet, duck or scream or point or laugh. Whatever you feel like.

Knowing young fans love to share GIFs, we designed the Intelli-GIF, a UGC generator that inserted their selfie into one of ten scenes. Not only was their image in the action, but their reactions gave the humor a personal, super sharable twist.