An animated short film crafted using a combination of practical miniatures and digital animation, “Share Your Gifts” is a modern day fairytale that tells the story of a young woman named Sofia and her journey towards finding the courage to put herself out there. Billie Eillish, a 16-year-old music artist, created an original track for the film.

Over the last 3 years, a third of all top-grossing movies have been sequels or remakes. Creativity scores have been in decline since the 90’s. And with researchers finding that 7/10 people aren’t acting on their creative potential, one thing is clear: creativity is under threat. However, Apple believes that creativity moves the world forward. Which is why, during the holiday season, the brand wanted to send an inspiring message aimed at creators everywhere.

Inspiring creativity wasn’t just the main message of the film, it was present in every aspect of it. Even the film technique was used as a way to inspire other creatives. We chose a labor intensive, meticulously crafted technique that used a combination of detailed handmade miniatures and digital animation in order to get emotional performances from the characters while still living in a very tactile, imperfectly handcrafted environment.