If you’ve ever watched an iPhone commercial you’ve probably been enamored by the amazing photos and videos you could be taking if you had one. During introductory keynotes, Apple CEO Tim Cook goes on at length about the amazing technology, innovations like focus pixels, and other features once found only in much larger, professional, cameras. Apple has even dedicated a page to the iPhone camera on their website. In all actuality, it is amazing technology.
Some creative professionals were less than enthused by the slick marketing campaign that accompanied the latest iPhones. The Shot on iPhone 6 billboards that appeared in cities around the world featured breathtaking photography that was, technically, shot on the new devices. This marketing, which suggested that one only needs an iPhone 6 to do the same, inspired a viral, Also Shot on iPhone 6, guerilla campaign featuring photos more typically shot by iPhone owners; a somewhat creepy series of selfies.
These creative professionals testify to the truth that it is deliberate practice which separates the wheat from the chaff.
I’ve written before about the need to see the church as a platform and not as a product. What this guerrilla campaign brings into focus is the truth that, on a certain level, a tool is only as good as the individual using it. Put an iPhone with the latest optics and image processing in the hands of a professional photographer (with optimal lighting conditions and carefully chosen locations) and you can get truly beautiful captures. But put the same iPhone in the hands of the average person (with less control over lighting/location because, reality) and you end up with photos that are more pedestrian by far.