By now you are probably aware of Apple’s “Shot on iPhone” ads, with giant billboard displays and posters around cities everywhere. But for their latest version of the campaign they have stepped it up, focussing their efforts on showing off the iPhone 7’s low light capabilities with a brand new advert.
The ad is entitled “One Night” and features images taken on the same night in 15 cities across 6 different continents, by 16 different photographers. The images are wide-ranging in what they show- some are portraits, while there are also videos and time lapses showing things such as busy city life and fireworks. Apple describe the ad as: “16 photographers, 15 cities, 6 continents, One night.”
“For the latest ‘Shot on iPhone’ campaign, Apple enlisted a group of photographers to capture life from dusk to dawn using the low-light camera on iPhone 7,” writes Apple. “The people, sights and scenes they encountered over the course of the night resulted in a spectacular display of nighttime photography, which will be displayed in 25 countries.”
According to Apple, the "One Night" campaign is designed to showcase the low light photography capabilities of the iPhone 7, featuring everything from clubs in Johannesburg, South Africa to rooftops in Shanghai, China to ice caves in Iceland.
Some of the photographers tackled extreme climates in search of the perfect shot. Chicago-based photographer Reuben Wu ventured to Java, Indonesia to photograph the 130 active volcanoes, using an iPhone 7 attached to a drone to capture breathtaking views of Gunung Karang's lava flow after dark. Ruairidh McGlynn traveled to Iceland to photograph the foreboding terrain of the Arctic, traveling overnight by dog sled.
Apple’s “Shot on iPhone” campaign has been hugely successful for the company. The campaign appeared in both print and TV media, as well as billboards around the world. Apple has rewarded photographers who are featured in the series with a physical photo book, while some have been recognized with awards from various institutions, as well.
One of the iPhone’s biggest limitations as a camera is low-light performance. This is the result of a smaller sensor with smaller pixels than you’ll find on a DSLR camera, but the iPhone 7 is a step in the right direction. The brighter f/1.8 aperture lets in “up to 50 percent more light” and optical stabilization in both the Plus and regular models allow for “up to three-times-longer exposure” than previous models.
To download high res versions of these images for pixel-peeping purposes, head over to the Apple Newsroom by clicking here.
You can watch Apple’s “One Night” ad below: