iPhone 7 launch billboards.
The dark-framed nighttime and dusky imagery looks really striking against Southern California's blue skies, but it'll be interesting to see if this technique has the same longevity, flexibility and lightness of spirit that the white Apple border and background adverts supplied.
If you like these billboards, be sure to also compare these darker ad creatives to Apple's earlier Shot on iPhone outdoor ad campaigns from recent years.
Others have tried to emulate this visual user-generated approach in their advertising in recent times, for example these similar I'm Here There Everywhere billboards and even these 3 2 1 billboards for Facebook Live.
Daily Billboard is sure it won't be long before we get another wave of these darker ad creatives and the designs are also rotated around the city to freshen the campaign up.
Keep watching this space for more.
UPDATED: Here's another cool cityscape ad creative spotted at Hollywood's Sunset & Vine on February 19, 2017 (photographer Jennifer B. is certainly popular this time around).
Plus more super-sized portrait billboards spied on the other sides of Sunset Vine Towers on a sunnier February 23, 2017.
And here's also the landscape version of the striking pink ad creative snapped along Pico Boulevard on February 22, 2017.