On a single night around the world twenty two iPhone users in fifteen cities worked together to create a portrait of one night on earth. From a dog sled trek through the arctic, an ATV ride past Egyptian pyramids, UrbEx from the rooftops of Shanghai, all the way down to a simple night at home with a mom and her kids. It was all captured on iPhones around the world. The beautiful imagery that came out of this undertaking was used for a global OOH campaign that went live simultaneously in 25 countries. To highlight the new theme and subtle beauty of the lowlight images we inverted the well known Shot on iPhone white frame to black. Stills and video were edited together for short form social media films that focused on the experiences of individual photographers, and an anthemic :60 second film ran during Oscar season on cinema

Shot On iPhone is a vast campaign that runs in 22 different languages across thousands of boards in endless combinations of scales, and aspect ratios. The design challenge is to create a simple and coherent experience that reinforces the beauty of the amazing photos. The “One Night” campaign highlighted the new lowlight ability of iPhone 7 through beautiful lowlight images. To bring attention to the new theme we changed the well known white frame to black. The black frame also provided a better backdrop for subtle beauty of the lowlight imagery.  The design process extended to the curation of each of the 400 OOH boards. Every photo was hand picked and assigned based on the specifics of each board.

The goal of One Night was not to tell consumers about the iPhone 7’s low-light capabilities, but to show them. With this campaign, we carefully curated images that showed various cultures, cities and sites by night all using the iPhone 7. For many consumers, they heard about the phone’s capabilities but seeing was believing. The design of the photography launched One Night into a culturally relevant and recognizable display of photography across OOH, film, social and more.