To celebrate the season of Ramadan and Eid, Apple and TBWA\Media Arts Lab London are championing local creativity with a new Shot on iPhone campaign called, 'Finding Balance'. As people take time for self-reflection, and to connect with friends and family, Apple’s new campaign captures the reflective purpose of the season through the lens of the iPhone XS.
To bring the campaign to life, Apple teamed up with two local photographers to capture the essence of Ramadan: Ola Allouz, a professional photographer born and raised in Dubai, and Mansour AlSofi, a passionate amateur photographer based in Saudi Arabia. Each photographer utilized the Smart HDR photo and 4K video capabilities of the iPhone XS to illustrate the contemplative journey of Ramadan. The result is stunning imagery from around the UAE that depicts the reverent balance of the season such as the joyful meet-ups with family and friends and the quiet moments of introspection.
Beyond showcasing the advanced camera capabilities of the iPhone XS, the campaign also highlights key iPhone features that help users find balance in their own lives such as Do Not Disturb and the Health app.
Starting today, 'Finding Balance' will run on television, cinema, social, digital and OOH boards throughout the UAE / Middle East to remind viewers to take time to reflect and refocus on finding their own balance this season.