Apple has taken its ‘Shot on iPhone‘ campaign to the stage, with Dua Lipa on her Radical Optimism tour as the ultimate stress test for the company’s newest gadgets, the iPhone 17 Pro and iPhone Air, via TBWA\Media Arts Lab.
The tech giant’s iPhone 17 Pro and iPhone Air soaked up the chaos of a live Dua Lipa arena show, capturing everything from behind-the-scenes moments to the action on stage. The result is a video filmed entirely on the two devices, chronicling each moment of the pop star’s performance.
The footage, which the singer posted to her Instagram on 9 September, offers fans a close look at the spectacle of her Chicago shows, without relying on a single camera hovering around stage.
Both phones were handed over to capture not just the view from the pit or the balcony, but the POV of Lipa herself. At one point, she even wielded the device on stage, giving fans a performer’s-eye view of the spectacle. With dual capture, wide-angle framing and a telephoto zoom, the campaign highlights the many ways users can capture moments on the new devices.
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For Apple, the project marks the first time two iPhones have starred in a single campaign.
The iPhone Air delivers multiple lens options through its new 48MP Fusion system, while the iPhone 17 Pro flexes an 8x zoom that can turn a stadium nosebleed seat into a close-up.
The campaign rolled out globally on Tuesday, timed to the phones’ debut at an Apple event.
