Apple wanted to evolve the Shot on iPhone campaign by collaborating with professional athletes. We flipped the script to give creative control the players and have them step behind the camera for a change. They took the photos themselves, allowing fans to see the game from the player's perspective, while also showcasing the power of iPhone.
We partnered with eight different NHL teams, giving the players freedom to document their lives as hockey players. The result was a series of amazing and candid shots that looked just as good as professional photographers.