Fuzzy Feelings

About the Work This holiday season, Apple set out to share a heartwarming message that would move the world with a timeless, beloved short-film — all made possible with iPhone and Mac. Bringing two powerhouse directors together, Lucia Aniello (Hacks, Broad City) and Anna Mantzaris (Isle of Dogs) blended live action and stop-motion worlds together to create a one of a kind story set in the heart of holiday advertising: London. This 3:45min short film was an emotional story about creativity, empathy, and finding connection in a most unlikely place — encouraging others to see through a new lens and be a bit kinder to each other. The film’s message resonated with audiences making viewers laugh and cry, calling it “a story the world needs right now.” Resulting in over 300 headlines written in over 35 countries, Fuzzy Feelings premiered on Apple’s YouTube channel — the brand’s second-largest owned, online community. The campaign has accumulated over 19M views, including 4M organic views. With the longest watch time of any Apple holiday film it made its way onto several of this years’ top holiday ad lists. George Harrison even saw a 25% bump in streaming after the film aired. It seemed the kindness was contagious, as even the Internet was flattering, “when a commercial becomes a work of art, you just have to tip your hat.” "Fuzzy Feelings" is a testament to collaboration & the perfect soundtrack. We cleverly crafted an edit from 2 different versions of George Harrison’s “Isn’t it a Pity”. Without dialogue, music played a featured storytelling role by enhancing the humor upfront and seamlessly supporting the emotional turn and heartwarming end. The song is a timeless deep-cut about humanity with a simple message and an uplifting crescendo that showcases George's musical talents. His estate proudly shared the spot online- reinforcing our collaborative spirit and reintroducing his music to a new generation, resulting in a +25% streaming uptick for the song after launch.