Info
In 2014, while acting as Senior Art Director at Media Arts Lab (Apple’s in-house creative marketing agency), Perigon Studio’s Principle, Willow Berzin, helped originate what would become one of the most iconic brand campaigns of the decade.

Brief: With the launch of the iPhone 6 / 6 Plus, Apple sought to showcase the phone’s breakthrough advancements in camera technology.

Idea: Celebrate the creative power of everyday iPhone users by curating and exhibiting their photographs in a touring art exhibition. Just real people and their photos.

Result: Launched in 2015, Shot on iPhone became a global phenomenon. It transformed user content into cultural narrative — and redefined mobile photography.

  • Seen in 25+ countries

  • Over 10,000 outdoor placements

  • 6.5 billion impressions

  • 90% brand recall


TAGS
Creative Strategy, Global Campaign Concept, Participatory Design, Storytelling, Brand Legacy, Cultural Impact

PHOTO / Shot on iPhone 2019 award winner
IG: @adidarmawan

Shot on iPhone.

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