See how Apple created its new holiday advertisement filled with puppets

While brands such as Coca-Cola have turned to generative AI for “visually jarring” holiday advertisements this year, Apple maintains its commitment to practical effects in its new festive short film titled A Critter Carol, showcasing a forest populated by tech-savvy woodland creatures.

In the advertisement, a hiker loses their iPhone 17 Pro, which is discovered by a curious raccoon that uses it to create an impromptu rendition of the song “Friends” by Flight of the Conchords, accompanied by other animals including a bear, wolf, owl, deer, squirrel, and rabbit. The phone is ultimately reclaimed by the hiker, who employs their Apple Watch to locate it.

Similar to how the new Apple TV introduction was made by filming a glass replica of the logo lit with colorful lights, Apple shared a behind-the-scenes glimpse of the practical effects utilized in crafting A Critter Carol. Numerous blue screens and blue bodysuits were used to enable the digital extension of the forest set while allowing human performers to be removed in post-production, but all the creatures were meticulously handcrafted puppets animated by a dedicated team of puppeteers controlling various parts. And indeed, the entire production was filmed on an iPhone 17 Pro.