The Drum Awards Festival - Extended Deadline

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Client: Apple
Date: Jul 2019
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This summer Apple is bringing fans closer to a crop of favorite artists with an intimate look at life on tour in its latest ‘Shot on iPhone’ campaign.

‘Shot on iPhone - On Tour’ features 16 international headliners in a new global out-of-home show and digital gallery, all shot on iPhone. Captured by renowned music photographers, many of whom have close relationships with the artists, each image highlights an intimate viewpoint that reflects the blood, sweat and tears that go into a live performance, what it looks like from the artist’s point of view while on stage and what it feels like right after.

From Lizzo to Travis Scott to Kacey Musgraves, the campaign features imagery from a variety of musical genres, portraying each artist from a unique point of view on and off stage. The convenience of the iPhone camera enables each photographer to capture the authentic emotion and exhilaration of life as a musician on tour.

In addition to the OOH show, Apple has also released three mini concert documentaries spotlighting Florence + the Machine, FKA Twigs and Kamasi Washington, all shot on iPhone XS.



TBWA\Media Arts Lab