Apple is celebrating Australia’s deep cricket culture in its latest “Shot on iPhone” campaign, developed by TBWA\Media Arts Lab – Sydney. The work showcases three of the country’s most beloved cricketers — Marnus Labuschagne, Scott Boland, and Alex Carey — captured entirely using the advanced camera system of the iPhone 17 Pro. The campaign blends premium sports storytelling with large-scale outdoor and social activation.

Turning Cricket Into Cinematic Portraits

Cricket is more than a sport in Australia — it is part of the national identity. Apple’s campaign embraces this cultural weight by transforming raw athletic moments into cinematic portraits that elevate the intensity, emotion, and physicality of the game.

Using the three 48MP rear cameras on iPhone 17 Pro, the imagery captures explosive motion, sweat, facial expressions, and dynamic lighting from close-range perspectives that traditional sports photography rarely achieves. The result feels immersive, personal, and visually powerful.

Designed for Scale Across OOH and Social

The campaign comes to life across out-of-home placements, Apple’s Australian website, and Apple’s global Instagram channel (@apple), ensuring consistent storytelling across both physical and digital environments.

Large-format OOH placements allow the ultra-high-resolution imagery to translate beautifully at scale, preserving detail and emotional impact while reinforcing the credibility of mobile-shot cinematography in premium outdoor environments.

Mobile Filmmaking Meets Professional Performance

At the heart of the campaign is the iPhone 17 Pro’s advanced camera system, featuring an 18MP Center Stage front camera with Dual Capture and three 48MP Fusion cameras delivering up to 8x optical-quality zoom.

These tools enable creators to capture professional-grade footage and photography in fast-paced sports environments without traditional production rigs — reinforcing Apple’s long-standing narrative of democratizing high-end creativity through accessible technology.

Timing Culture With Seasonality

The campaign launches in alignment with Australia’s cricket season, maximizing cultural relevance and audience engagement. By connecting the product’s capabilities with a moment of heightened national attention, the work feels both timely and authentic.

Viewers are able to see the device performing under real-world conditions that mirror the environments where fans experience the sport — strengthening trust and emotional resonance.

A Blueprint for Modern Brand Storytelling

Rather than focusing purely on technical specifications, the campaign transforms product capability into cultural storytelling — showing how technology can amplify human performance, emotion, and national identity.

As OOH continues to integrate with social platforms and cinematic creative standards rise, Apple’s execution demonstrates how outdoor environments remain one of the most powerful stages for premium brand narratives at scale.