You are the greatest. 

The front-facing camera on iPhone X makes you look just as great as you believe you are. And who to better introduce us to the greatness of this new selfie than the original selfie-personality himself, Muhammad Ali. 


In addition to Ali's VO, we interviewed some of the people featured in the global out of home campaign to discover some ways in which selfies are truly more meaningful than they are vain. Meet Norma, Doris, Ibby, and Emmanuel. 

Out of Home

The selfies went up around the world as the latest installment of the Shot on iPhone campaign.



AdWeek // Ad of the Day // "Apple Turns Muhammad Ali’s ‘I Am the Greatest’ Into an Empowerment Manifesto for Selfies"

AdAge Creativity // "Apple Promotes iPhone X Selfies to the Poetry of Muhammad Ali"

The Verge // "Apple’s latest iPhone X commercial is all about selfies"