Fuzzy Feelings
模糊的感觉
苹果推出了2023圣诞短片，以定格动画开场：一个男人落寞的走在下雪的街上，撞掉了圣诞老人的慈善罐，还抓了一把钱到口袋里。下一秒，帽子和衣服被冷风刮跑，还被铲雪车埋在雪里。镜头拉远，原来，是打工女孩在用 iPhone 15 Pro Max 拍摄她的定格动画作品，并用 MacBook Air 进行编辑。
接下来回到现实，原来定格动画里的男主角是女主那不近人情的老板。老板会因为她上班迟到而走到她面前阴阳怪气，坐电梯遇到了也从不帮忙开门，下班的时候甩来工作任务......每次遭到现实老板的冷漠对待，她就会在定格动画中报复一下虚拟老板，比如让他一次次摔进水坑、往他脸上砸雪球、让他被电击、被车撞等等。
临近圣诞，女孩意外收到了老板送的圣诞袜，也渐渐发现了老板的另一面，他一个人孤独的过圣诞。盯着定格动画里的虚拟老板，女孩想到了用圣诞袜的毛线为老板编织一只狗狗作为礼物，改变他的生活。牵着狗狗的虚拟老板开始变得有人情味，快乐起来。而在现实生活中，女主也主动走到老板面前，和他一起吃午饭。最后露出文案“you make the holidays（你创造了这个节日）”。
短片名为Fuzzy Feelings”，“Fuzzy”可以翻译为“朦胧的、模糊的、毛茸茸的、卷曲的”，就像打工女孩对老板的情感变化。而在背景音乐《这不是很遗憾么》(Isn’t it a Pity)的渲染下，短片呈现了一个暖暖的圣诞故事，强调了“发挥你的创造力，创造力让这个节日更美好，也让世界更美好”的主题。
定格动画制作 幕后故事
项目信息
品牌/广告主
Apple 苹果
营销机构
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奖项荣誉
2024
Cannes Lions
ENTERTAINMENT | Branded Content | Fiction Film: Up to 5 minutes
Bronze
2024
Cannes Lions
FILM | Online Film: Sectors | Consumer Goods
Gold
2024
Cannes Lions
FILM CRAFT | Post-Production | Script
Bronze
2024
Cannes Lions
FILM CRAFT | Post-Production | Animation
Bronze
2024
D&AD Awards
Animation | Mixed Media
Wood Pencil
2024
D&AD Awards
Animation | Traditional
Graphite Pencil
2024
D&AD Awards
Sound Design & Use of Music| Existing Music
Yellow Pencil
2024
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Graphite Pencil
2024
D&AD Awards
Production Design | Animated Film
Wood Pencil
2024
LIA
Online Film | Branded Entertainment
Silver
2024
LIA
Production & Post-Production | Direction
Gold
2024
LIA
Music & Sound | Use of Licensed Music
Gold
2024
LIA
Digital | Branded Entertainment
Gold
2024
LIA
Online Film | Technology & Tech Equipment
Gold
2024
LIA
Online Film | Branded Entertainment
Silver
2024
LIA
Branded Entertainment | Scripted Short Film
Bronze
2024
CLIO Awards
Film Craft (Direction) | Direction
Bronze
2024
The One Show
Branded Entertainment | Use of Drama
Silver Pencil
2024
The One Show
Film & Video | TV, VOD, & Online - Over 90 Seconds - Single
Gold Pencil
2024
The One Show
Design | Moving Image - Single
Gold Pencil
2024
The One Show
Branded Entertainment | Long Form Video - Single
Gold Pencil
2024
The One Show
Music & Sound Craft | Use of Licensed Music
Gold Pencil
2024
The One Show
Branded Entertainment | Craft - Art Direction
Gold Pencil
2024
The One Show
Design | Craft - Animation
Gold Pencil
2024
The One Show
Interactive, Online & Mobile | Online-only Video - Single
Gold Pencil
2024
The One Show
Moving Image Craft & Production | Animation - Single
Silver Pencil
2024
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Typography | Typeface
Merit
2024
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Motion / Film craft | Craft in Motion / Film / Animation
Gold Cube
2024
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Gold Cube
2024
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Advertising | Branded Content / Entertainment / Online Video - Short Form
Gold Cube
2024
ADC Awards
Advertising | Craft in Video / Animation - Single
Gold Cube
2024
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Advertising | Storytelling / Drama
Gold Cube
2024
ADC Awards
Advertising | Television / Film / Online Video / Online - Single
Silver Cube
2024
ADC Awards
Motion / Film craft | Motion / Film / Narrative
Gold Cube
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