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The surprising story behind the ‘shot on iPhone’ campaign

London-based startup Relative Insight turn language into data to be used by brands. It uncovered how photography enthusiasts really describe taking pictures.

Apple asked various professional photographers around the world, from Shanghai to South Africa, to capture some photos during the same night. On November 5, 2016, they all grabbed an iPhone 7, their favourite accessories and captured some great shots. The reason this campaign came about however, is explained by Rich Wilson, whose company Relative Insight came up with the idea. He sat down with Ruth Penfold, Director of Talent Acquisition at Shazam.