Creativity is at the core of a brand new animated Christmas commercial from Apple. “Share Your Gifts” focuses on expressing and sharing your individual talents with friends and loved ones.
The inspirational, Pixar-like 3-minute film follows freckle-faced Sofia and her dog. She is a young creative who spends her time contemplating creative expression and capturing her efforts on a MacBook. Too shy to share her creations, she hides her printed output from the world inside a locked breadbox from the bakery where she works.
As snow begins to fall, Sofia’s dog pushes open her bedroom window and her closely guarded sheets of paper cascade out onto the streets below. What happens next evokes warm, emotional feelings as we realise the importance of self-belief, and giving a little piece of ourselves to friends and families may be the greatest gift of all.
It is undeniable that the film is a collaboration of immensely talented artists, from set builders, to animators, to filmographies, the piece is beautifully detailed and crafted. The music track “Come Out and Play” that drives the film is from 16-year-old singer/songwriter Billie Eilish and was written directly to accompany it. Eilish began writing her own music and lyrics on a Mac at just 11 years old and had her first hit aged 15.
The irony of course, is that the film’s less materialistic message is calculated to promote Apple products to buy as gifts for loved ones. The message though is beautifully subtle, with minimal product placement, and is a refreshing take on the harder-sell efforts that are currently playing.
Apple have released a behind-the-scenes video about the making of the commercial, you can watch it below.
Apple have also released a movie to share how Billie Eilish and brother Finneas O'Connell created music using an iMac and iPhone for “Share Your Gifts”.