Artists with disabilities shot Apple’s latest iPhone campaign

Ian Treherne and Esmé Moore show how assistive tech enables their photography in campaign for Global Accessibility Awareness Day

Published On
May 18, 2023
Black and white portrait of a woman by photographer Ian Treherne

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Apple’s celebrated work around accessibility—in its products and its advertising—comes to the “Shot on iPhone” campaign this week, as two creators with disabilities created photographic portraits using iPhone’s accessibility features for a campaign centered on Instagram.

The photographers are Ian Treherne and Esmé Moore. Treherne was featured on the @apple Instagram account on Wednesday (in both stories and posts), and Moore was spotlighted Thursday. The campaign is timed to Global Accessibility Awareness Day, which is on Thursday.

Below, check out the videos that ran as IG stories. The videos show the artists at work, and illustrate how iPhone features like Voice Control and AssistiveTouch make the process of taking photos easier for them.


“I hope that the next generation of visually impaired and blind photographers think, ‘If this guy’s doing it, I’m going to have a go myself.’ All you need is passion and enthusiasm,” said Treherne.

“Some of us may move a bit differently, but why we move is no different. We’ve still got an ability. and I think that’s what people forget,” said Moore.

Apple has been doing top-notch work around accessibility for many years, going back to this project from 2016. Its spot for International Day of Persons with Disabilities last December, directed by Kim Gehrig, was one of the most celebrated ads of 2022.

See the resulting photographs from the Treherne/Moore project below.


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