Cricut

Cricut is a crafting company with a massive, rabid following.

When I met them, they were about to release Cricut Joy, the most adorable crafting companion ever made.

All they needed to do was get their fans excited about it, but the budget was slim. So got as crafty as the machine itself.

The spot was creative directed internally by Drew Downie, directed by Jon Veleta and produced in cooperation with All the Toys.