Over the past six years, Apple’s “Shot on iPhone” campaign out of TBWA/Media Arts Lab has highlighted the impressive photography and film that can be captured on the device (the most recent example being Damien Chazelle’s dazzling vertical video blockbuster.) Now, the campaign moves on to highlight how the phone’s editing capabilities can take artists’ images to a whole new place.
The brand tapped various photographers to use editing tools to enhance their iPhone shots, resulting in the vibrant, out-of-this-world scenes featured in the new ad. They include fashion faces put on repeat, courtesy of Amelie Satzger (@ameliesatzger), rainbow-colored pigeons by Ramzy Masri (@space.ram), a donut-wheeled pickup truck courtesy of Stephen McMennamy (@combophoto) and more. Other artists featured include Rapheal Kwame Acheampong Obiri-Yaw (@afrocheampong), Kate Ballis (@kateballis), Prince Gyasi (@princejyesipri), Nikita Mamonov (@nikitamamonov) and Mischelle Moy (@lilmisch).
The campaign is running across TV, out of home and digital and is backed by the track “In My Mind,” by Alice Ivy and featuring Ecca Vanal and Kate W. Martin. Along with the iPhone’s own editing tools, the artists used apps such as Art Studio Pro, Afterlight, Darkroom, Lightroom, Photo Cutout, VSCO and more.