TBWA\Media Arts Lab and Apple Win Emmy Award for Outstanding Commercial for ‘Fuzzy Feelings’

TBWA\Media Arts Lab, Apple’s dedicated global creative agency, has been honoured with the prestigious Emmy Award for Outstanding Commercial at the 2024 Primetime Creative Arts Emmy Awards.

The win is for Apple’s critically acclaimed holiday film, ‘Fuzzy Feelings’, which captivated audiences worldwide with its emotional depth and creative storytelling. Directed by Lucia Aniello (creator of the series Hacks) in collaboration with stop-motion animator Anna Mantzaris of Passion Pictures, the film blends live action and stop-motion to deliver a heartfelt message of kindness and empathy. Set to George Harrison's ‘Isn't It a Pity’, the holiday spot was crafted entirely using iPhone and Mac technology, following the journey of a young animator who, through her creativity, discovers empathy for those around her.

“'Fuzzy Feelings' is an invitation for people everywhere to express their creativity in original and personal ways, while highlighting the power of creativity to bridge divides, foster empathy, and bring humanity together, especially in our increasingly fragmented world," said Brent Anderson, global chief creative officer of TBWA\Media Arts Lab. “We are incredibly proud of this Emmy and deeply grateful to the Television Academy for this recognition.”

This Emmy win underscores the enduring success of the partnership between Apple and TBWA\Media Arts Lab, a collaboration that has produced iconic advertising campaigns for over two decades. ‘Fuzzy Feelings’ marks the fourth Emmy-winning Apple spot and is the second consecutive year that an Apple film has won the coveted Primetime Commercial Emmy.

The Creative Arts Emmy Awards, presented by the Academy of Television Arts & Sciences, celebrate outstanding artistic and technical achievements in television. Winning in the Outstanding Commercial category highlights the creativity, storytelling, and production quality that set ‘Fuzzy Feelings’ apart as one of the most exceptional commercials of the year.

Fuzzy Feelings has also been recognized with four Lions at Cannes (including a gold), five D&AD pencils (including a yellow), seven gold pencils at the One Show, seven golden cubes at ADC, a gold and two bronze at the British Arrows and multiple golds at the ANDYs and Shots Awards.