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1 of 15BART Train toward San FranciscoKlodjana Dervishi -
2 of 15Kototoi Bridge in TokyoJun Imaizumi -
3 of 15Inle Lake in Shan State, MyanmarFrancis Olarte -
4 of 15The Chinese University of Hong Kong in Hong KongKinyat Chan -
5 of 15Takachiho Gorge in Kyushi, JapanGayle Tan -
6 of 15Joffre Lakes in British Columbia, CanadaDan Carr -
7 of 15San Leandro, Calif.Klodjana Dervishi -
8 of 15Rochester, N.Y.James Bogue -
9 of 15DubaiDavid Kalonick -
10 of 15Norrebro suburb of Copenhagen, DenmarkBrendan Ó Se -
11 of 15Santa Monica Beach in Santa Monica, Calif.Chris Cotter -
12 of 15Taft Point in Yosemite National Park, Calif.Pei Ketron -
13 of 15Hugh Boyd Soccer Field in Richmond, British ColumbiaJohn Lehmann -
14 of 15Wah Tai House in the Wah Fu Estate in Hong KongHarold Lee -
15 of 15Garin Dry Creek Regional Park near Union City, Calif.Renee Mukherji
Apple is turning the spotlight on its users in a new international ad campaign that will see photos taken “by real people” displayed on billboards across the world.
The switch in tactic—a first for a brand that traditionally favors product shots—will highlight the iPhone’s increasingly prevalent role in photography, both among amateurs and professionals, and is inspired by the popular use of the #iphoneonly hashtag on Instagram.
In recent years, Apple’s popular phone has become one of the most used cameras in the world, with various models topping Flickr’s Camera charts since early 2011.
The new ads, which will be displayed on billboards, bus stops and train stations, will remain minimalistic, featuring a photograph, with the words: Shot on iPhone. To coincide with the worldwide outdoor and print campaign, Apple has also unveiled a new online gallery of images shot by 77 photographers in 70 cities across 24 countries.
Some of the photographers featured are among Instagram’s most popular users from Pei Ketron to Austin Mann and Cole Rise. “[The campaign] was a slightly mysterious process,” says Rise. “An ‘un-named’ company had reached out to my photography rep looking for exceptional examples of photos taken on an iPhone 6 or iPhone 6 Plus. I spent a few days rummaging through the archives of photos taken on a variety of recent trips across the Northwest, selecting the 15 or so that told the best story. Learning that this company was in fact Apple was both a pleasant surprise and incredible honor, having carried every iPhone model since launch.”
Apple has now extended its campaign to include videos also shot on the iPhone6. The video below was shot by Jin C. in Nyaung Shwe, Myanmar.
Olivier Laurent is the editor of TIME LightBox. Follow him on Twitter and Instagram @olivierclaurent
Josh Raab is a contributor to TIME Lightbox. Follow him on Instagram and Twitter
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