Apple puts Singaporean photographer's winning image on billboard


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A Singaporean photographer, Darren Soh, has won the #ShotOniPhone challenge created by Apple to promote the camera capabilities on its phones. He is one of the 10 winners, whose winning shots will be featured on billboards in select cities, Apple retail stores and online.

Apple kicked off the year by launching a #ShotOniPhone challenge, where iPhone users were invited to submit creative photographs between 22 January to 7 February, through Instagram and Twitter using the hashtag.



"A reflection that looks like a painting, two worlds have collided. You are compelled to think about where and how this photo was taken, the bird flying in the corner provides the single sign of life in an otherwise surreal composition," one of the judge, Phil Schiller said.

While, another judge, Chen Man said that distortion and reflection at a strange angle, "this photo creates a fantastic feeling". Some of the other winners were Nikita Yarosh (Belarus), Dina Alfasi (Israel), Robert Glaser (Germany), while Elizabeth Scarrott, Andrew Griswold, Bernard Antolin, LieAdi Darmawan, Blake Marvin and Alex Jiang were from United States.

Just recently, the ad veteran behind Apple's iconic ads, Lee Clow retired. He was TBWA’s global director of media arts, and chairman and founder of TBWAMedia Arts Lab, an agency which he founded in 2006 to serve Apple and to embody his vision of an agency that impacts culture, rather than just “make ads”.