Apple has crowdsourced photos for this beautiful UEFA European Championship advertisement

Apple’s Shot on iPhone is a marketing campaign that uses images sourced from users. There is a viral site that showcases photos shot by Apple users around the world, and a series of advertisements that uses both movies and photos.

This thirty second commercial celebrates the “beautiful game” of football and was made for the Euro 2016 championship. The advertisement is a slideshow with images shot by fans of football, and gives a fresh perspective in a space overcrowded with professionally made content. There is a familiarity to the images, as if any one of the people watching them could have shot those images and videos on their iPhones.

Instead of the championship, and the game, the video mostly shows everyday scenes of football being played on the streets. There are a few shots of god rays in a packed stadium, but even these are from the perspective of fans consuming the sport, instead of showing the action as it happens on the field.

The advertisement was released a week ago by the YouTube channel of Apple United Kingdom. The video was aired during the championships. Background score for the advertisement is the song Wings by Little Simz, an English rapper.