When Apple is challenged by the competition, it tends to show its might. In France, the brand has created a trio of films that show overtly all that can be done on an iPhone – they’re part of the Shot on iPhone – campaign, and subliminally re-establish Apple’s pre-eminent position as the leading brand in pop culture, as the “cool brand”.

Each of the edgy black & white films is a 38-second snapshot of Paris, Marseille or Lyons. All were directed by Parisian director and photographer, Axel Morin, and each is inspired by the music of a French hip-hop artist, Lomepal (Paris), Reef (Marseille) and Chilla (Lyon).

The films were all shot on an iPhone and the lyrics of each original song were recorded on an iPhone X. All three songs may be streamed exclusively on Apple Music. The Marseille and Lyon spots were launched on May 16 during the Europa League final. Photos from the campaign will be shown throughout Apple stores in France.

As with previous Shot on iPhone films, this campaign also includes several tutorials. The new series encourages users to capture their city from their own perspective using Live Photos and their iPhone.

https://youtu.be/GgSAN1r7IDA

https://youtu.be/wx5_Vgsdu58

https://youtu.be/gN6YwN1opJc