Apple is using its latest campaign to give us a sneak peek of life on tour for some of the world’s top artists.
The latest ‘Shot on iPhone’ campaign is a special ‘On Tour’ edition, featuring 16 artists including Florence + the Machine, FKA Twigs, Kacey Musgraves, Skrillex, Travis Scott, Kamasi Washington, and more.
Earlier this week Apple shared three of the videos on its YouTube channel, which give a microdocumentary style of backstage antics.
The campaign has been crafted by TBWA\Media Arts Lab and includes billboards in addition to the new videos.
And if you’re wondering why your ‘shot on iPhone’ videos don’t have the same cinematic polish, Apple does note that additional hardware and software was used with the iPhones to capture the images and footage seen in the new campaign.