Apple’s Gorgeously Detailed Holiday Ad Has a Moral That All Creatives Should Take to Heart

'Share Your Gifts' is a lush animation with a lesson

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Lovingly, meticulously crafted through a combination of detailed miniatures and digital animation, Apple’s “Share Your Gifts” is the tech brand’s most ambitious holiday ad to date—and one that only gets more impressive with each subsequent viewing.

The nearly 3-minute spot has the atmosphere of a fairy tale but is firmly rooted in modern culture, showing a young creative soul named Sofia who spends her free time at her MacBook, working away at…something.

Like many (OK, all) creatives, she’s reluctant to share what she’s making, but it’s clearly a project that absorbs her thoughts every minute she’s not working at a bakery or loving on her dog.

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