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Client: Apple
Date: May 2019
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To celebrate the season of Ramadan and Eid, Apple is championing local creativity in the UAE and Middle East with a new ‘Shot on iPhone’ campaign called, ‘Finding Balance’. As people take time for self-reflection, and to connect with friends and family, Apple’s new campaign captures the reflective purpose of the season through the lens of the iPhone XS, complete with features to help people observe.

To bring the campaign to life, Apple teamed up with two regional photographers to capture the essence of Ramadan: Ola Allouz, a professional photographer born and raised in Dubai, and Mansour AlSofi, an amateur photographer based in Saudi Arabia. Each photographer utilized the Smart HDR photo and 4K video capabilities of the iPhone XS to illustrate the contemplative journey of Ramadan. The result features vivid imagery from around the UAE that depicts the reverent balance of the season, such as joyful meet-ups with family and friends and quiet moments of introspection.

Along with showcasing the advanced camera capabilities of the iPhone XS, the campaign also highlights key iPhone features that help users find balance in their own lives, such as ‘Do Not Disturb’ and the Health app.


Agency: TBWA\Media Arts Lab London

Client: Apple