Lovingly hand crafted through a combination of detailed miniatures and digital animation, Apple’s “Share Your Gifts” is the tech brand’s most ambitious holiday ad to date, according to industry observers.
It uses CGI and stop-motion to tell the tale of a young woman, Sofia, who hides her creativity, produced on her Mac in her bedroom, until the day her work accidentally blows out of her window and is shared, and loved, by passersby.
The film’s original score is by 16-year-old singer-songwriter, Billie Eilish, who used her Mac and Logic Pro X to produce the song, ‘Come Out and Play’.
Apple's seasonal message to "Share Your Gifts" by buying a Mac could add that for the highly stylised, faultless world pictured in Apple's animation, in the real world you might want to consider some form of protection with a Wrappers hand crafted MacBook sleeve.
The campaign was devised by TBWA\ Media Arts Lab with animation from Buck Productions.
Apple has teamed up with 100cameras, a nonprofit organization that teaches adolescents the foundations of photography and visual storytelling by donating new iPhone 11 to participating students of DRW College Prep in Chicago.
As per report, the students are encouraged to tell their personal stories about growing up in a city that faces increasing gentrification and gun violence.