Shot on iPhone
Co-creating the first version of a campaign that became a global concept — still running today.
Cannes Lion· winning campaign ·
Co-creating the first version of a campaign that became a global concept — still running today.
Cannes Lion· winning campaign ·
Shot on iPhone began as a simple idea: more photos were being taken on iPhone than on any other camera, so prove it by showing what people were already capturing — real photographs from everyday people, not the product. A departure from Apple's usual product-first advertising. As one of two Interactive Designers, I co-created the first web version on apple.com, and the ambition went past a gallery: give every iPhone owner the inspiration, and the know-how, to take photographs like these themselves.
What I shaped
I structured the experience around the photography itself — organising the World Gallery by subject and technique (composition, portraits, nature, architecture, macro, black-and-white, time-lapse and more) so the camera's range became the story. I recommended and sequenced the images to show what each mode could do, owned the page layout across every device size, held it to Apple's brand guidelines, and handled the final developer hand-off.
The hard part
The real challenge wasn't the page — it was coherence. Shot on iPhone ran everywhere at once: apple.com, retail stores, outdoor billboards, social and PR, owned by teams I didn't normally work with. Keeping the web experience of-a-piece with all of them came down to a shared photo set and a tightly matched art direction — so a billboard, a store wall and the World Gallery all read as one campaign.
“Shot on iPhone” is © Apple Inc. Shown as a work sample from my time as an Interactive Designer at Apple (2013–2015).
