Research told us the camera on the iPhone was one of the biggest reasons to either upgrade to a new iPhone, or switch from Android to iPhone. So we wanted to highlight one of the most compelling and differentiating features of the iPhone 7 Plus - Portrait Mode. We knew Portrait Mode worked best when it was taken of people, so we wanted to demonstrate this for consumers and show them the output they could achieve. We also knew magazines are inherently a visually gripping medium and the front and back cover are the most coveted placements on them. But while brands have always advertised on the back cover, they've never touched the front cover. That’s reserved for photography. So pairing Portrait Mode with the front cover of magazines became the perfect match to show off the photography you could achieve with iPhone 7 Plus and Portrait Mode.

Partnering with leading publications and world renowned photographers, we shot the covers of some of the world’s biggest magazines with Portrait Mode on the iPhone 7 Plus, and ran an ad on the back cover highlighting this fact. Turning the entire front and back cover of each magazine into an ad for the camera on the iPhone 7 Plus. The campaign partnered with over 20 magazines globally across multiple interest verticals (travel, tech music, fashion, cooking, etc) and generated 1.4B world wide impressions + had a total worldwide reach of 109.6m people.

This campaign partnered with over 20 magazines globally across multiple interest verticals (travel, tech music, fashion, cooking, etc). Had a total worldwide reach of 109.6m people.

Magazines are inherently a visually gripping medium and the front and back cover are the most coveted placements on them. While brands have always advertised on the back covers of magazines, iPhone 7 Plus went where no smartphone camera has gone before: the front cover of major publications around the world. Apple has always existed at the cross section of technology and liberal arts. This campaign put powerful technology in the hands of top notch photographers to create beautiful covers that proved the quality of the iPhone 7 Plus camera through their output.

Building off of the momentum from the launch campaign, we wanted to highlight and educate smartphone owners about one of the most compelling and differentiating features of the iPhone 7 Plus - Portrait Mode. The best way to do this - show the output of this amazing feature in popular culture.

We wanted to highlight and educate smartphone owners about one of the most compelling and differentiating features of the iPhone 7 Plus - Portrait Mode. The best way to do this - show the output of this amazing feature in popular culture. So we tackled one of the last bastions of photography reserved for DSLR and “professional” cameras. The magazine cover.