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Apple: Shot on iPhone

Client: Apple
Date: Jul 2021
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Apple has tapped into the cuteness of our household pets in order to champion the iPhone 12’s photography chops.

The latest installment of Apple’s ‘Shot on iPhone’ campaign series features pictures of cats and dogs by photographer Jason Nocito, who employs his photogenic subjects to striking effect in order to highlight the effectiveness of Portrait Lighting.

The pet portraits convey the democratization of photography, which now places cutting-edge techniques and technology that were once the preserve of professionals in the hands of anyone holding an iPhone 12 or an iPhone 12 Pro Max.

Peering out from billboards across the US, as well as Apple-themed takeovers of Instagram and WeChat, the evocative monochrome snaps come complete with some top tips from Nocito himself, instructing pet owners on how to get their own hairy balls of chaos looking their Sunday best.

Nocito said: “You’re always seeing pets, and they’re funny. They’re funny pictures, but these pictures are kinda serious when you think about it. But also hilarious.”

Apple will host a live studio session on July 29 in which Nocito will explain how black-and-white elegance need not drain the color from life’s absurdities.

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