Apple Launches 'Shot on iPhone: Class of 2567' Campaign Celebrating Thai Graduation Photography

Apple has unveiled its newest ‘Shot on iPhone’ campaign, titled “Class of 2567,” which highlights Thailand’s unique and artistic approach to graduation photography. This initiative showcases the vibrant creativity and accomplishments of university students, using the advanced features of the iPhone 16 Pro. The campaign, developed by TBWA Media Arts Lab APAC, spans across digital platforms, static out-of-home displays, and Apple’s official Instagram account, providing a visually engaging and culturally enriched celebration of this momentous event.

Graduation in Thailand is a significant milestone, distinguished by its blend of tradition and individuality. Unlike the formal portraits common in other cultures, Thai students have elevated graduation photography into a joyful, expressive celebration. These photos often incorporate playful elements and elaborate compositions, reflecting Thailand’s cultural values of humor, camaraderie, and self-expression. The “Class of 2567” campaign captures this spirit, offering an authentic portrayal of a celebration that extends beyond academic achievements to embrace creativity and collective pride.

The campaign’s title pays homage to the Buddhist calendar, which is 543 years ahead of the Gregorian calendar, marking 2024 as the year 2567 BE. This detail underscores the cultural nuances central to the project.

The campaign was brought to life by Thai photographer Pmanmashare (Watcharaphong Thangthong), who collaborated with students from prominent universities such as Bangkok University, Chulalongkorn University, Payap University, Sripatum University, and Thammasat University. Through his lens, the project encapsulates a spectrum of emotions and personal stories, demonstrating how Thai graduates transform traditional photography into a creative platform for self-expression.

The production involved a team of talented professionals, including BTS videographer Oatjo (Sasidis Sasisakulporn) and Chamni’s Eye Public Company Limited for production and retouching. Post-production editing was handled by Heckler Singapore, with audio support from MassiveMusic Singapore. Editor fONG also contributed to crafting the final presentation.

This campaign is a vivid illustration of Apple’s commitment to celebrating cultural diversity and creativity through technology, offering a window into Thailand’s vibrant graduation traditions.