Tasked with showing off the industry-leading capabilities of the cameras on iPhone 6 and iPhone 6 Plus, we worked in partnership with Media Arts Lab to create “Shot on iPhone.” While OOH and print executions created a world gallery of photos taken by iPhone owners, the website turned into an exhibition of all of the photographs in one location. As the campaign progressed, it also became the place where photos could be submitted to be included in the gallery, generating new content for future seasons. Today, nearly 10 years later, the campaign is still running strong, featuring photos and films created by both consumers and professional collaborators.