Apple's "Shot on iPhone" outdoor campaign might be better known for showcasing beautiful landscapes and incredible people portraits, but its latest set of billboards outline the daily life of NHL hockey players. What's more, they're taken by the players themselves.
The brand furnished eight NHL teams--the Tampa Bay Lightning, Washington Capitals, St. Louis Blues, Edmonton Oilers, Carolina Hurricanes, Arizona Coyotes, Ottawa Senators and the Philadelphia Flyers--with the iPhone XS to capture intimate moments representative of their team. For example, Washington Capitals’ center, Nicklas Backstrom, captured team captain, Alexander Ovechkin, in a moment of reflection off the ice while Edmonton Oilers’ left-winger, Milan Lucic, shot his teammates during a quick team huddle before the buzzer.
Further images will roll out on social media including Instagram Stories, to give fans and followers a look at a typical day-in-the-life of an NHL player. Fans will also receive a behind-the-scenes look at the daily practice facilities, pre-game rituals and other moments all capture on the iPhone XS.