A CRITTER CAROL

Apple - A Critter Carol (Case Study) | Campaign Apple’s 2025 holiday film, “A Critter Carol," captures the joy of unexpected friendship — told through handmade woodland puppets and brought to life entirely on iPhone 17 Pro. Directed by award-winning filmmaker Mark Molloy, the film celebrates creativity, craftsmanship, and the power of iPhone 17 Pro’s camera, allowing anyone to tell cinematic stories with the camera that’s always with us. After a hiker drops his iPhone 17 Pro in a snowy forest, the device is discovered by a group of handmade puppet critters— a raccoon, bear, rat, owl, deer, squirrel, and others— who film themselves in a joyful musical sequence inspired by "Friends" originally recorded by Flight of the Conchords. The music video showcases the new camera’s advanced camera capabilities, including Center Stage, Dual Capture, and 8x zoom. All nine puppets — from the curious raccoon to the gentle bear — are handmade with practical craft techniques and meticulous artistry. The typography used throughout the campaign is also meticulously handprinted from wood blocks. From featuring handmade puppets and handprinted typography to shooting entirely on iPhone, the campaign embodies Apple’s commitment to craft and the irreplaceable value of human creativity. Credits: - Client: Apple - Advertising Agency: TBWAMedia Arts Lab - Production Company: Smuggler - Editorial Company: Work Editorial - Visual Effects Company: Untold Stories - Post Production Company: TRAFIK - Music Company: Walker - Sound Design Company: Barking Owl Sound - Music Company: Racket Club