The One Show
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Category
Direction / Single
Annual ID
OS24_MI054M
About the Work
This holiday season, Apple set out to share a heartwarming message that would move the world with a timeless, beloved short-film — all made possible with iPhone and Mac.
Bringing two powerhouse directors together, Lucia Aniello (Hacks, Broad City) and Anna Mantzaris (Isle of Dogs) blended live action and stop-motion worlds together to create a one of a kind story set in the heart of holiday advertising: London.
This 3:45min short film was an emotional story about creativity, empathy, and finding connection in a most unlikely place — encouraging others to see through a new lens and be a bit kinder to each other.
The film’s message resonated with audiences making viewers laugh and cry, calling it “a story the world needs right now.” Resulting in over 300 headlines written in over 35 countries, Fuzzy Feelings premiered on Apple’s YouTube channel — the brand’s second-largest owned, online community.
The campaign has accumulated over 19M views, including 4M organic views. With the longest watch time of any Apple holiday film it made its way onto several of this years’ top holiday ad lists. George Harrison even saw a 25% bump in streaming after the film aired.
It seemed the kindness was contagious, as even the Internet was flattering, “when a commercial becomes a work of art, you just have to tip your hat.”
Apple set out to make the most ambitious holiday film of the season. Our film blended live-action and stop-motion seamlessly. To accomplish this, we hired both live-action director Lucia Aniello (Broad City, Hacks) and stop-motion animation director Anna Mantzaris (Isle of Dogs) to shoot the film and animation sequences respectively. The collaboration was intricate and complex as the two worlds played off each other. The directors worked together on characters and story dynamics to create a film that feels smooth and compelling. The beauty of their directing is that you feel equally for both the actors and the puppet.
Bringing two powerhouse directors together, Lucia Aniello (Hacks, Broad City) and Anna Mantzaris (Isle of Dogs) blended live action and stop-motion worlds together to create a one of a kind story set in the heart of holiday advertising: London.
This 3:45min short film was an emotional story about creativity, empathy, and finding connection in a most unlikely place — encouraging others to see through a new lens and be a bit kinder to each other.
The film’s message resonated with audiences making viewers laugh and cry, calling it “a story the world needs right now.” Resulting in over 300 headlines written in over 35 countries, Fuzzy Feelings premiered on Apple’s YouTube channel — the brand’s second-largest owned, online community.
The campaign has accumulated over 19M views, including 4M organic views. With the longest watch time of any Apple holiday film it made its way onto several of this years’ top holiday ad lists. George Harrison even saw a 25% bump in streaming after the film aired.
It seemed the kindness was contagious, as even the Internet was flattering, “when a commercial becomes a work of art, you just have to tip your hat.”
Apple set out to make the most ambitious holiday film of the season. Our film blended live-action and stop-motion seamlessly. To accomplish this, we hired both live-action director Lucia Aniello (Broad City, Hacks) and stop-motion animation director Anna Mantzaris (Isle of Dogs) to shoot the film and animation sequences respectively. The collaboration was intricate and complex as the two worlds played off each other. The directors worked together on characters and story dynamics to create a film that feels smooth and compelling. The beauty of their directing is that you feel equally for both the actors and the puppet.
2024 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Media Arts Lab / Los Angeles
Production Company
Hungry Man
Passion Pictures
Post Production Company
Rock Paper Scissors
Associate Creative Director
Jacob Abernathy
Creative Director
Colin Snow
Rhodney Viray
Design Director
Aaron Skipper
Designer
Aiqi Zhang
Director
Anna Mantzaris
Lucia Aniello
Director of Photography
Donna Wade
James Laxton
Editor
Tom Eagles
Executive Creative Director
JD Jurentkuff
Executive Producer
R.J. Pomeroy
Global Chief Creative Officer
Brent Anderson
Group Creative Director
Nick Ciffone
Motion Designer
Pedro Silveira
Music Supervisor
Marielle Te
Producer
Max Voreacos
Strategy Director
Brett McDonald
Writer
Nathaniel Lawlor
Global Head of Design
James Taylor
Jr. Art Director
Nick Peterson
Jr. Copywriter
Jessica Moog
Sr. Designer
Jackie Rodriguez
Account Director
Erin Woods
Account Executive
LuLu Shamberg
Account Supervisor
Rachelle Roldan
Assistant Music Supervisor
Aron Helfet
Assistant Producer
Iseult Lyons
Communications Manager
Daniella Morrison
Executive Director, Account Management
James McCullagh
Global Chief Communications Officer
Lu Borges
Global Chief Production Officer
Brian O'Rouke
Group Business Affairs Manager
Jill Durand
Interactive Strategist
Andie Kotani
Music Coordinator
Gio Thomas
Music director
Josh Marcy
PR Consultant
Joani Wardwell
Senior Business Affairs Manager
Taylor Tsuji
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