Apple’s festive puppets steal the show in handmade holiday spot

Apple’s 2025 holiday ad leans into warmth and whimsy, with a puppet-led musical filmed entirely on iPhone 17 Pro.

Created by TBWA\Media Arts Lab and directed by Mark Molloy of SMUGGLER, A Critter Carol brings a touch of woodland magic to the season, blending handmade craft with modern tech.

The spot features a troupe of forest creatures performing a sweetly offbeat rendition of Friends by Flight of the Conchords, all captured in-camera with minimal post-production.

Shot in Prague with production partners Unit+Sofa, the ad continues Apple’s tradition of celebrating real-world creativity.

The ad’s tactile charm extends beyond the puppets, with woodblock typography used across the campaign. “I wanted to embrace the tactile nature of puppetry,” says director Molloy.

“There’s a reality to how we built these creatures but also how we brought them to life, that is imperfect.”

A behind-the-scenes film adds further depth, showcasing the artistry of the production team and the joyful absurdity of puppet performers with full diva energy.

For Apple, creativity remains the star of the show – even when the cast is made of felt.

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