A Snowflake's chance...

In the tradition of all great Christmas films - It’s a Wonderful Life, Home Alone, Die Hard - Snowflake is a family-friendly tale of seasonal good tidings, wit and wisdom. 

The 100-second film, created by agency 2050 and directed by Armoury's Jack Laurance, depicts the festive season as seen by liberal-leaning son of Santa, Claude Claus, who’s in charge of 2020's Christmas present roll-out because dad’s on the 'high risk' list because of his age.

Claude brings a millennial perspective to the politics of Noël and is keen to bring awareness to a campaign for a living wage for all elves, his fight for reindeer welfare, and reduced consumerism in favour of eco-friendly gifts. Top of his list this year is the end of the patriarchy. He’s a modern, liberal Kris Kringle. 

His father, however, is less-than-impressed by his snowflake-son, frequently interrupting Claude’s monologue to wave a turkey leg in the direction of his progressive views and espousing some “if it ain’t broke, don’t fix it” Brexit-style rhetoric.

"Left vs right through a Christmas lens was a fun idea to mess about with," said Laurance. "I loved the idea of Santa reading the Daily Mail but we didn't shoot it because we were worried about offending the real Father Christmas. Togetherness will always win the day, so it was a nice job to end the year on.”  

“We all wanted to create something relevant for our times," added Adam Chiappe, Founder and Creative Director at 2050. "Covid has made us reevaluate the way we live, so the idea of Santa being high-risk and his son taking over felt like an interesting way to show how family generations have opposing views as to what makes a positive 2020 Christmas. Unity and togetherness is ultimately how we will all progress positively.”