Most of Apple’s ads over the years tend to be a dig at a competitor. Most notably, PCs. But over the last few years, Apple’s been on the receiving end of other companies ads taking jabs at them, particularly from Samsung. So, they changed tactics to try and tell stories, especially with their Christmas adverts.
And while this is still just an advertisement, Apple’s 2018 Christmas ad, Share Your Gifts, tells a great story. And regardless of who’s saying it, the message it gives is a good one; If you’re a secret creative, don’t be afraid to put yourself and your work out there.
It’s a heartwarming reminder to those of us who are often afraid of putting our work out in front of people that we shouldn’t be. I know I’m guilty of this myself, whenever I try something new or different for the first time, I worry what people will think. That they’ll hate it or laugh at it or take it completely the wrong way. But whenever I’ve put it out anyway, despite my fear, it’s usually gone rather well.
To go along with the final video, Apple has also released a “Making of” where you can see exactly how it was put together. The scenes were created using a combination of physical set pieces and CG people which was then composited together.
The attention to detail in both the real world set pieces and the fine nuances of human movement and emotion is very impressive. Of course, this is Apple. We’d expect nothing less. But it’s impressive all the same.
But as wonderful as the behind the scenes is, the message is one that all creatives should take to heart. Don’t be afraid to put yourself out there. Be confident, be proud. Make what you believe is right and then show it to the world.
You never know, the world might surprise you.