Grainy concert footage that bombards your Instagram Stories might be the stuff of memes, but Apple is here to show us that, when done right, its phones can actually beautifully capture musicians doing their thing onstage.
Enter the brand’s latest installment of its ongoing “Shot on iPhone” campaign, which gives viewers an intimate look at some of today’s biggest artists on tour. According to Apple’s dedicated agency TBWA\Media Arts Lab, the photos—which feature 16 musicians and singers from a variety of genres and countries—were taken by “renowned music photographers, many of whom have close relationships with the artists.”
Bands and singers featured in the campaign include FKA Twigs; Chai; Kacey Musgraves; Kamasi Washington; Florence + the Machine; Tyler, the Creator; Idles; Lizzo; Travis Scott; Tierra Whack; Leon Bridges; Skrillex; Sebastian Yatra; Jay de la Cueva; Gaye Su Akyol; and Little Big.
In addition to the out-of-home ads, Apple also created three concert documentaries, all shot on the iPhone XS, spotlighting Florence + the Machine, FKA Twigs (the star of one of Apple’s most famous ads) and Kamasi Washington.
The videos will be available on YouTube, Apple Music and IGTV.
Earlier this year, Apple’s “Shot on iPhone” campaign highlighted photos taken by NHL players, featuring candid moments with their teammates.