Re/code:

To create each of the seven spots, the Apple team engaged in a little bit of benign online creepery. For instance, one of the featured videographers, Cielo de la Paz, had posted photos to Flickr, “and I hadn’t tagged them or anything. They must have been doing a search for photos shot on the iPhone, because they found me out of pure luck and asked if they could use my photo” for their iPhone 6 World Gallery campaign, which launched at the beginning of March.

For the TV spots, “they were like, ‘you have good photos — do you have good videos?” and I was like “um, maybe?”

Simple, effective, minimal…typically Apple.