John de Guzman
Following last year’s Shot on iPhone 6 campaign, Apple is bringing back the concept for the iPhone 6s.
The new ad campaign features 53 images from 41 amateurs and professional photographers from around the world.
While the previous campaign included a variety of photographic subjects – from landscapes to extreme close-ups – this time, Apple has put the focus on portraits, most of them photographed in subtle, everyday moments.
One of the photographers featured, Erin Brooks, was included in the campaign after she posted a portrait of her three-year-old daughter shot on the iPhone 6s Plus on Instagram. “I honestly couldn’t believe that they contacted me,” she tells TIME in an email.
“Photography for me, has been a huge creative outlet. It has taught me so many things about telling a story with an image, capturing someone’s personality, and it helped me move out of my postpartum depression… Taking photos of my daughters, and their blossoming connection of sisterhood, helped me get well. I started to notice the pure beauty of my life, and connect with it, and with them, on an even deeper level.”
Each photo shot on the new iPhone 6s and 6s Plus will be featured on billboards across 85 cities in 26 countries starting from Jan. 31.
Olivier Laurent is the editor of TIME LightBox. Follow him on Twitter and Instagram
Josh Raab is an Associate Photo Editor at TIME. Follow him on Instagram and Twitter.
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