Sid Mehta Works
Shot on iPhone

Shot on iPhone

Project details

Role

Solo

Year

2024

Tools

Photography · Print · QR

Client

Self Initiated

Project highlights

Photo × QR

image-to-story interaction

2024

photography & print experiment

Solo

concept, capture & design

Overview

Turned a photography series into a QR-linked print experiment so each image opens the story behind the frame instead of ending as a finished statement.

Photography · InteractiveSolo · Self Initiated

A cat climbing out of a skip, carrying the Shot on iPhone mark
The campaign running on two bus shelters
The premise: a Shot on iPhone billboard usually ends the conversation. What if the billboard were interactive
Escapism: have we become lost in the lights, chasing dreams into the night
What the QR code opens: read the photographer intention, see what other people thought, record your own
The human condition: you are not a drop in the ocean, you are the entire ocean in a drop
Family: even when you think no one is watching, I will be
Finding yourself: open the doors to who you think you are
Happiness: why do villagers have the truest smiles
Death: as you lay at the end and look back, what would you like to see
Emotions, on a memorial bench: to hold your hand here and look at the trees and life is all I ever want
Nature: humans sure like and made this
Urbanisation: our skyscrapers grew so tall, they eclipsed the stars
The opening frame: where is my iPhone
Reflection

This project made me question what most campaigns stop at. Shot on iPhone proves capability, it shows that the camera is good. But after a point it becomes one way. You see something beautiful and move on. What interested me was what happens after that moment, why someone chose that frame, what they felt, and whether a photograph could carry that with it.

The challenge was figuring out how far to push interaction without losing simplicity. The strength of the original idea is how effortless it feels. Adding a layer risks overcomplicating it. Knowing when to stop became the actual design decision.

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