Apple won’t tell you it makes the world’s best computing products. That’s because rhetoric doesn’t have the same power as seeing is believing.
Apple is showcasing the work of some of the more creative users of iMacs, iPads and iPhones in an advertising campaign called “Start Something New.”
Launched this week in Australia, South Korea, India and other parts of the Pacific, the campaign features painters, photographers and illustrators showing how simple its is to create transformative art with Apple products. It will be visible in U.S. markets after the new year.
It is the second time since 2014 Apple has used “Start Something New” as a theme in ads. It also comes off the heels of a successful, awarding winning advertising campaign, “Shot on iPhone 6,” when Apple used photographs for billboards, building banners and full-page magazine spreads earlier this year to tout the features of the smartphone’s camera.
Apple created a “Start Something New” page on its website to profile 11 artist and work, ranging from photography and videos made with the iPhone 6s to drawing and painting with the new Apple Pencil on the iPad Pro.
Chinese artist Lu Jun paints fluid landscapes with the iPhone 6s and the iMac as his tools. A video shows Jun dropping ink into a glass tank of water and using the iPhone to photograph slowly undulating lines of color. He then manipulates the images in Adobe Photoshop on is iMac.
Photographer Bernhard Lang uses an iPhone 6s and a helicopter to create high-in-the-sky landscape he can quickly edit on his phone using Adobe Photoshop Express. The project is called Bird’s iView.
These are just two of the 11. If you go to the “Start Something New” page and click on each image, you will then find a page featuring the artist. Again, the power is in the imagery with words used sparingly in a support role.