Pets Bring Endless Swagger to Apple's New 'Shot on iPhone' Ads

There have been some great “Shot on iPhone” campaigns over the years, but surely none featuring such effortlessly cool characters as this.

Pets—the subject of millions upon millions of Instagram posts—take center stage in Apple’s new OOH and DOOH ad campaign. They appear in portraits by photographer Jason Nocito, which he shot entirely with iPhone 12 Pro and iPhone 12 Pro Max, using the High-Key Light Mono Portrait Lighting.

The campaign will also include an @apple Instagram takeover, a WeChat component, and a virtual Today At Apple session with the photographer happening this Thursday at noon ET.

See many of the portraits below.