Last year, Apple launched the Shot on iPhone 6 campaign which promoted the utility of the smartphone's camera, with the campaign curating a collection of some of the best pictures that were taken using the iPhone 6's camera.
The Shot on iPhone 6 campaign featured the work of more than 70 photographers, with the images being featured in print media across 70 cities in 24 countries, including newspaper spots and massive billboards.
Apple is now bringing back the successful campaign, this time for the next version of its flagship smartphone, the iPhone 6s. The new Shot on iPhone 6s campaign will feature 53 pictures taken by 41 amateur photographers from all over the world, with the images to be displayed in 85 cities across 26 countries in various print media outlets starting Jan. 31.
The campaign, however, will have a slightly different focus. While last year's version for the iPhone 6 included a wide range of subjects, including extreme close-ups and landscapes, this year's campaign will focus on portraits, with most of the pictures taken in everyday moments.
One of the featured photographers in the campaign is Erin Brooks, the mother of a three-year-old girl. Brooks uploaded a picture of her daughter on Instagram using her iPhone 6s Plus, and Apple decided that it wanted her photo in the campaign.
"Photography for me, has been a huge creative outlet," Brooks told TIME in an e-mail, adding that the activity assisted her in moving out of postpartum depression. The act of taking pictures of her daughters has helped her recover, and has allowed her to connect with her children on an even deeper level.
Apple is looking to find the same amount of success with this year's version of the Shot on iPhone campaign, as last year's version gave the company and its public relations partner TBWAMedia Arts Lab with several Cannes Lions awards.
This year's campaign will also likely include ultra-resolution 4K footage also taken by the iPhone 6s, similar to last year's campaign. However, it was not until three months after the launch of the Shot on iPhone 6 campaign that Apple decided to include videos taken by users in the project.
