Apple’s Shot on iPhone Campaign Is Turning Hockey Stars’ Candid Photos Into Giant Ads

Long-running campaign takes fans behind the scenes

Photos taken by hockey stars are being transformed into outdoor boards for the new installment of the Shot on iPhone campaign. Apple

The Shot on iPhone campaign has long been known for highlighting the surprisingly artistic shots that can be captured by just about any caliber of photographer. Now the outdoor-focused effort is heading onto the ice and behind the scenes of the NHL to give fans a closer look at the game and its star players.

@griner David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."