Apple Misunderstood for Christmas

Apple has released “Misunderstood”, a heartfelt commercial featuring a teenage boy who joins his family for a Winter Christmas holiday. First appearances indicate that he’s glued to his smartphone because he’s struggling to connect with his relatives. However it turns out that he’s been preparing a special gift to his family, a short film shot entirely on his iPhone 5s, “A Harris Family Holiday”.

Apple Misunderstood commercial

Apple Misunderstood Credits

The Misunderstood campaign was developed at TBWA\Media Arts Lab, by chief creative officer Duncan Milner, executive creative director Eric Grunbaum, creative directors Chris Ribeiro, Drew Stalker and Phil Crowe, art director David Zorn, copywriter JD Jurentkuff, executive producer Eric Voegele, agency producers Laura Keseric, Amanda Weiss and Diana Parada.

Filming was shot by director Lance Acord via Park Pictures.

Editing was done at Nomad by editors Thomas Muldoon and Jared Coller.

Colourist was Stefan Sonnenfeld at Company 3.

Post Production was by lead 2D artist and creative Phil Crowe and lead Flame artist Matt Trivan at The Mill LA.

Music is “Have yourself a very merry Christmas”, written by Hugh Martin and Ralph Blane, covered here by Cat Power (Chan Marshall). Download Have Yourself a Merry Little Christmas – Single – Cat Power on iTunes