Apple, like many its competing technology companies, likes to celebrate cultural events and festivals in an attempt to connect with its customers. Last month, the company celebrated Black History Month across the world and featured several Black-owned businesses, developers, entertainment and gaming apps, and social justice apps. Over the weekend, Apple posted a set of images celebrating the festival of Holi.
The images which were shared on the company’s Instagram page were captured by photographer Dhruvin S, who was commissioned by the Cupertino company to click a set of images to celebrate the festival with photos featuring the colours of Holi. The set of eight images features close up shots of people’s faces covered with powdered colours used in traditional Holi celebrations.
With the images zoomed in to focus on close details on the subject’s faces, the photographer has managed to capture the details of the people in his photos with only a smartphone camera, which is quite impressive, given how the results those images are usually found only on more expensive manual cameras. The series is part of Apple’s “Shot on iPhone” marketing campaign, as is shown by the hashtag #ShotOniPhone at the bottom of the post’s caption.
The company’s post reads: Commissioned by Apple. In celebration of #Holi, photographer Dhruvin S. reframes how we look at traditional colorful Holi powder.” The images were shot on an iPhone, presumably the company’s latest iPhone 12 series. “I never imagined Holi as a form of art. It’s almost like creating a canvas on a face. And you don’t have to be a painter or an artist to do this.” said Dhruvin on the company’s Instagram post, which had gathered over 5.5 lakh likes at the time of writing this article.