Apple has debuted a new 3-minute short documentary as part of its continuing “Shot on iPhone” campaign.
The beautifully filmed documentary was recorded using an iPhone XS, along with a DJI Osmo Mobile 2, FiLMiC Pro, Joby GripTight PRO Video GP Stand, NiSi Smartphones Filter Kit accessories. Check it out below.
The video focuses on 17-year-old Eddie Siaumau, an athlete in American Samoa, who has accepted a scholarship to an NCAA Division I university. Despite its small size, the South Pacific island of Samoa turns out around 56x more athletes who go on to play in the NFL than anywhere else in the U.S.
The documentary was shot by Steven Counts, an American sports photographer, who has photographed athletes including Lebron James, Roger Federer, Serena Williams, Michael Jordan, Neymar Jr, and others. His mastery of stills photography is evident from every frame of this short documentary, which looks as stunning as any of the higher budgeted ads Apple has created this year (or last).
Shot on iPhone
Apple’s “Shot on iPhone” campaign has been widely hailed as a game changer. It is Apple’s longest-running ad campaign, having debuted back in 2015.
In some ways, this latest video is a bit different from some of Apple’s other ads in this campaign — since it involves multiple pro accessories (and a pro photographer), rather than just crowdsourcing attractive snaps taken with an unadorned iPhone.
Still, as an impressive dmonstration of what’s possible with Apple’s iPhone camera, this is definitely a dazzling reminder.