Apple’s 2025 holiday film, ‘A Critter Carol,’ puts craft front and center. Directed by Mark Molloy and shot entirely on an iPhone 17 Pro, the spot features chirpy woodland puppets.
The film follows a lost iPhone in a snowy forest, picked up by a group of critters who record a music video to the song Friends by Flight of the Conchords.
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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.
Tor Myhren, Apple’s vice-president of marketing communications, said: “We wanted the puppets to be imperfect, with matted fur, and a bit worn and grungy like they’ve been out in the forest their whole lives. There’s something relatable about that and makes them more authentic and endearing.”
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