In a recent advertisement, Apple has opted for practical effects with its holiday short film titled A Critter Carol. The film features woodland creatures interacting with modern technology. The narrative unfolds when a hiker accidentally drops their iPhone 17 Pro, which is discovered by a raccoon. This raccoon subsequently uses the device to perform a rendition of the song “Friends” by Flight of the Conchords, accompanied by various animals including a bear, wolf, owl, deer, squirrel, and rabbit. Eventually, the hiker retrieves the phone using their Apple Watch.
The production of A Critter Carol includes behind-the-scenes footage that highlights the practical effects employed in its creation. Similar to the recent Apple TV introduction, which involved filming a model of the logo with colored lights, the short film utilized blue screens and blue bodysuits to facilitate digital extensions of the forest set. Human performers were digitally removed during post-production, while the animal characters were crafted as puppets. A team of puppeteers was responsible for animating the various body parts of these puppets. Notably, the entire film was captured using an iPhone 17 Pro.
This approach contrasts with other companies, such as Coca-Cola, which have incorporated generative AI in their advertising campaigns. The distinctions in creative techniques raise questions about the effectiveness and reception of traditional versus AI-generated content in today’s advertising landscape.
Source: https://www.theverge.com/news/831431/apple-a-critter-carol-holiday-ad-puppets-practical-effects