Soccer. Football. Fútbol. Whatever you call it, there’s no denying its capacity to enchant the world. So while all eyes were fixed on a summer of fierce European competition, Apple wanted to remind spectators just how beautiful “the beautiful game” can be. The resulting film – an extension of the Shot on iPhone campaign – was a celebration of the sport through the lens of actual fans. Featuring photos and videos from iPhone users everywhere, it honoured real people, real rituals and real passion. Plus, of course, the best mobile photography around. All of which meant the film could only really be called one thing: The Beautiful Game.

As well as appearing across multiple channels, the film was supported by a range of activations on Apple platforms.