A Short Film About What Happens When You Share
Apple released Share Your Gifts on November 20, 2018 — a three-minute animated short film created by TBWA\Media Arts Lab and animation studio Buck.
The film follows a young woman who fills notebooks and cardboard boxes with her creative work — drawings, stories, ideas — but keeps everything hidden from the world. Her dog accidentally lets the papers loose; they scatter across her snowy town; strangers discover them; and she learns that her work has value beyond herself.
The soundtrack is “Come Out and Play,” an original song written and recorded by 16-year-old Billie Eilish and her brother Finneas O’Connell at their parents’ home using a Mac and Logic Pro X. The placement was among Eilish’s first major commercial work — months before her debut album When We All Fall Asleep, Where Do We Go? would confirm her as one of the defining artists of her generation.
Visually, the film takes cues from Pixar’s aesthetic — warm, expressive, and detail-rich — setting it apart from Apple’s typically spare, hardware-focused advertising. The campaign carried a consistent message: the most powerful thing Apple enables is not the device itself, but what people create and choose to share with it.
