To help launch the BlackBerry Z10, we gave the new device to cult movie director Robert Rodriguez, who used it to co-create a short film with BlackBerry's online audience. Driven largely through social channels and media partnerships, the project involved Rodriguez inviting users to audition for a role, design a weapon and create a monster. Rodriguez selected the best user submissions, which were then brought to life by his art department and included in the film using green screen technology.