World Gallery celebrates what an iPhone can do in the hands of its users while changing how people think about the brand through a contextual approach to media placement. The films in the World Gallery TV campaign maintained the iconic visual language of the OOH and print, and were curated, hand selected and designed to feel like pieces of a moving image gallery at a museum. Films ran individually as well as in pods, disrupting cinema and commercial breaks and turning them into galleries of amazing films shot on the iPhone 6 all over the world. Ultimately, like every aspect of the World Gallery, the TV campaign was about finding the simplest and most elegant way to get out of the way as much as possible. And really let the product and the people shine.