Smart Group Selfies

Apple unveils “Smart Group Selfies," a new campaign for iPhone 17 Pro that showcases the new Center Stage front camera that brings everyone into the frame. Group portraits of real communities united by shared passions, traditions, or identities from around the world are the protagonists of the campaign.

The Center Stage front camera on the new iPhone lineup features the first square sensor on iPhone, delivering a wider field of view and higher resolution — up to 18MP for photos — that automatically adjusts to fit everyone in the shot with greater detail. Users can shoot in portrait or landscape while holding their iPhone vertically, making it easier to capture group moments with a comfortable grip and centered gaze.

Among the groups featured in the campaign are:

Compton Cowboys reshaping urban cowboy culture
Jeju Island's Haenyeo, the intergenerational sisterhood of women free divers
Korea's Maltese dog owner community
Southeast Asia's Y3K aesthetic movement
Indonesia's long boat crew with viral sensation Rayyan Arkan Dhika
Japan's cosplayers and rockabillies
Brooklyn nonnas
The iconic staff at Katz's Delicatessen

“Smart Group Selfies" launches with broadcast in the US followed by out-of-home, digital out-of-home, and social media across all markets starting the week of February 23. Market-specific OOH executions will spotlight local communities in each region.