Apple x TBWA\Media Arts Lab
Favorite creative of December 2025
The Craft Behind Apple’s ‘A Critter Carol’
The opening chapter of Apple’s new holiday campaign invites viewers into a handcrafted woodland world brought to life through puppetry and practical effects. Apple has released a warm, cinematic teaser confirming the arrival of its festive film “A Critter Carol,” a story centred on a group of forest creatures who discover an iPhone 17 Pro and use it to create their own musical moment. Developed with TBWA\Media Arts Lab, the campaign refreshes the traditional holiday ad by embracing tactile artistry rather than digital spectacle.
The film begins with a movie-like sequence in which the woodland characters stumble upon the lost iPhone, sparking a collaborative, heartfelt performance set to “Friends” by Flight of the Conchords. Shot entirely on iPhone and animated using real rod puppets crafted by the Puppets Magic Studio, the spot captures a sense of nostalgia and wonder, enhanced only lightly by VFX from Untold. A behind-the-scenes feature directed by Mark Molloy reveals the meticulous craftsmanship behind each puppet and scene, reinforcing the campaign’s celebration of authenticity and creativity.
This launch is just the beginning: Apple is supporting the campaign with additional behind-the-scenes content, social amplification, PR storytelling, and integrated media activations throughout the season — ensuring that its message of human-made magic resonates far beyond the initial film.
