Ad Week:

The Shot on iPhone campaign has long been known for highlighting the surprisingly artistic shots that can be captured by just about any caliber of photographer. Now the outdoor-focused effort is heading onto the ice and behind the scenes of the NHL to give fans a closer look at the game and its star players.

In new ads launching today on arenas across the U.S. and Canada, Apple features photos taken on the iPhone XS by some of today’s top hockey pros and featuring candid moments with their teammates.

These are some great photos. No way a fan photo can match a photo taken on the ice or in the locker room by a player.

This is a brilliant partnership. I hope it spreads to other sports.