Dan Pražák "Have you ever created something amazing, but were afraid to show it to others?" That's how Apple briefly presents its Christmas ad this year Share Your Gifts, which is fully animated similar to, for example, Pixar films. Even more interesting is the story behind it, which the Apple company shared along with the video.
Apple is literally famous for its Christmas commercials. So famous that it has earned several prestigious awards. Last year's and the year before's holiday videos even was created also on the territory of the Czech Republic and was among the most successful.
This year's Christmas ad tells the story of a young girl who is afraid to share her creations with others and hides them from everyone in a box. They probably would have stayed there forever if the girl's dog hadn't sent them out into the world through the open window and shown them to everyone else. Apple is thus trying to tell the story that we should share our creations, i.e. gifts, created (not only) on iPad and Mac with others. "What's imperfect to us can be wonderful to others." That's how the main idea of the video can be summed up.
Behind this year's commercial there is an interesting story. Apple's very first animated Christmas commercial was created mainly on Apple devices. To create music, animations and post-production, artists and professionals can make do with iPhone, iPad and Mac. Even so, there is a huge amount of work behind the whole story, and the authors had to make a number of detailed props. It's unbelievable how much time it takes to create a three-minute animated video.
The music for the video was created only on the iPhone and iMac. Specifically, it is the song Come Out and Play, which was recorded by the 16-year-old singer Billie Eilish, whose career has been on the rise in the last year. The song is currently available for purchase in iTunes and is also available for listening on Apple Music.
