Shot on iPhone.
APPLE
In 2014, as Senior Art Director at Media Arts Lab in London, Willow Berzin co-originated the concept for Shot on iPhone in a creative team. It launched in 2015 as a global campaign built on photographs taken by everyday iPhone users.
Objective: To showcase the phone's breakthrough advancements in camera technology.
Concept: Rather than photographing the product, the campaign showed what it could do, using real photographs taken by iPhone users around the world.
Results:
Grand Prix for Creative Effectiveness, Cannes Lions International Festival of Creativity, June 2025
25+ countries
10,000+ outdoor placements
6.5 billion impressions
Still running more than a decade after launch
TAGS
Creative strategy, global campaign concept, user-generated storytelling, brand.
Featured photograph: Adi Darmawan (@adidarmawan), Shot on iPhone Challenge winner, 2019.
