Behind the Scenes

The Making Of This Year’s Holiday Video

First of all: I can’t believe that we have just completed the fourth annual Chronicle Books holiday card! As always, it was a DIY labor of love, homegrown in our very own MarCom department.

When we started discussing this year’s message (in August), it became clear that we all wanted to emphasize the importance of celebrating life, not just around the holidays, but every day! So much of our publishing focuses on discovering and creating joy, and we wanted to reflect that here.

Gifts are a symbol of shared happiness, and for the next three months we set forth hand-crafting them out of ordinary things: Books, of course, but also teeny-tiny donuts, toys, a delightfully tacky sweater—a little something to represent each of our categories. We marked the passing of time with a colorful grid.

Finally, here is the video, and below are a few photos showing our process. I hope you have as much fun watching as we had making it!

MarCom designer Kelsey works on Post-it® patterns while I attach 75 hand-made pompoms to a box.

Kelsey heats up the glue gun to begin her pink masterpiece.

The recipe for the world’s tiniest donuts: Cheerios®, sprinkles, spices… and glue. These ones were painstakingly crafted by our Junior Designer Angela.

A peek behind the scenes, on-set in one of our meeting rooms (turned studio).

Angela styles our greenest gift, then makes it rain.

MarCom fellow Emily incrementally adds building blocks for a stop-motion effect, while Kelsey and I organize and add the finishing touches.

MarCom’s official cat, Frogurt, shows off for the camera. You know you are a star when the production comes to you: This scene was the only one shot outside of Chronicle Books headquarters.

Angela is clearly stoked about her holiday haul! Later, Senior Book Designer Neil lends his long arms to the project while Emily assists.

Just another day at the office for Kelsey and Angela.

Kelsey marks the days while I direct.

Here’s to another successful year! We hope that your 2014 is full of surprises.

And for those of you who are curious, here are links to our past holiday videos:

Happy Holidays – 2012
Happy Holidays – 2011
Happy Holidays – 2010

Laura Bagnato
Designer, MarCom

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