Apple Goes on Tour With 16 Musicians in Latest 'Shot on iPhone' Campaign

Including a reunion with FKA twigs

Apple essentially created the digital music industry, and has celebrated its musical ties with ebullient ad campaigns going back to the iPod Silhouettes. Now, for the summer festival season, it's returning to a focus on music—this time seen through the lens of its long-running "Shot on iPhone" campaign. 

The new "Shot on iPhone on Tour" campaign, crafted by TBWA\Media Arts Lab, features 16 musicians in all. Billboards are a major component of the media, as they always are with "Shot on iPhone" campaigns. But there are also three short films featuring FKA twigs, Kamasi Washington and Florence + the Machine. 

It's a reunion of sorts for Apple and FKA twigs, who starred in the brand's jaw-dropping short film last year, directed by Spike Jonze, for the HomePod. 

See the three films here: 

Shot on iPhone XS — On Tour with FKA twigs — Apple
Shot on iPhone XS — On Tour with Kamasi Washington — Apple
Shot on iPhone XS — On Tour with Florence + the Machine — Apple

Below are some of the billboards. Apple says the photos were shot by "renowned music photographers," though they aren't identified on the ads beyond their first name and last initial. 

See some of the boards here:

FKA twigs

Travis Scott



Tyler, the Creator


Here is a full list of the featured artists from the campaign: 

• FKA twigs
• Kacey Musgraves 
• Kamasi Washington
• Florence + the Machine
• Tyler, the Creator
• Lizzo
• Travis Scott
• Tierra Whack
• Leon Bridges
• Skrillex
• Sebastián Yatra
• Jay de la Cueva
• Gaye Su Akyol
• Little Big

The focus on music follows a previous "Shot on iPhone" campaign last winter centered around hockey, featuring photos and videos taken by NHL players. 

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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