Apple unveils Smart Group Selfies
Apple fils the frame with its new campaign for the Center Stage front camera, which is a feature of the iPhone 17 Pro.
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Apple's new campaign for the iPhone 17 Pro is a showcase of how the first square sensor on iPhone enables wider group portraits with higher resolution, making it easier to capture the people and moments that matter most to its users.
The 'Smart Group Selfies' feature higlights the new Center Stage front camera that brings everyone into the frame, enabling group portraits of family, friends and communities.
Credits
View on- Agency TBWA\Media Arts Lab/New York
- Production Company Urban NYC
- Director Leeor Wild
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Credits
View on- Agency TBWA\Media Arts Lab/New York
- Production Company Urban NYC
- Director Leeor Wild
- Production Co Planit Production/Seoul
- Production Co Factory01
- Production Co Be Grizzlee
- Production Co. Y's
- Editing EXILE Edit
- Post Production Pariah VFX & Post
- Audio Post Barking Owl
- Director Jason Nocito
- DP Franklin Ricart
- DP Matthew Tompkins
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA\Media Arts Lab/New York
- Production Company Urban NYC
- Director Leeor Wild
- Production Co Planit Production/Seoul
- Production Co Factory01
- Production Co Be Grizzlee
- Production Co. Y's
- Editing EXILE Edit
- Post Production Pariah VFX & Post
- Audio Post Barking Owl
- Director Jason Nocito
- DP Franklin Ricart
- DP Matthew Tompkins
Created by TBWA\Media Arts Lab and co-directed by Leeor Wild and Jason Nocito through Urban NYC, the 35-second spot puts the Center Stage front camera on the new iPhone... well, centre stage... showing how it delivers a wider field of view and higher resolution — up to 18MP for photos — that automatically adjusts to fit everyone in the shot with greater detail. Users can shoot in portrait or landscape while holding their iPhone vertically, making it easier to capture group moments with a comfortable grip and centered gaze.
Among the groups featured in the campaign are:
- Compton Cowboys reshaping urban cowboy culture.
- Jeju Island's Haenyeo, the intergenerational sisterhood of women free divers.
- Korea's Maltese dog owner community.
- Southeast Asia's Y3K aesthetic movement.
- Indonesia's long boat crew with viral sensation Rayyan Arkan Dhika.
- Japan's cosplayers and rockabillies.
- Brooklyn nonnas.
- The iconic staff at Katz's Delicatessen.
