For the latest in its “Shot on an iPhone” series, Apple decided to take a trip to France.
Shot by Parisian director and photographer Axel Morin, three spots document Marseille, Lyon and Paris in beautiful black and white—shot on an iPhone X, of course. While the brand turned Muhammad Ali’s “I Am the Greatest” speech into a “Shot on an iPhone” selfie manifesto back in January, these three ads represent more of a return to the roots of “Shot on an iPhone,” leaning heavily on beautiful imagery representing a distinct portrayal of its subject and promoting the image capturing capabilities of the latest iPhone.
Each spot in the series was inspired by up-and-coming French hip-hop artists representing their respective city, which provides the soundtrack: Lomepal for Paris, Reef for Marseille and Chilla for Lyon. The artists each recorded the lyrics to the original tracks on an iPhone, extending the concept of capturing the feel of the three cities beyond the visual. The songs themselves can be streamed exclusively through Apple Music, and photos from the campaign will be shown throughout Apple stores in France and at apple.com/fr.
Apple introduced the iPhone X with a minimalist, colorful ad last September, before the musical animojis ad around the Grammys in January and then when they took a more emotional approach in China. In March, Apple promoted the iPhone X’s FaceID feature with a pair of ads entitled “Unlock” and “Fly Market.”