Patreon has launched a new Christmas brand film starring comedian Stavros “Stavvy” Halkias.
The new campaign, Santa Hates Patreon, casts Halkias as a furious, mob boss-style Santa who is losing his grip on Christmas as people ditch physical presents in favour of something more personal and values driven, creator memberships on Patreon.
Directed by Daniel Thrasher, who also co-stars as Santa’s right-hand man, the film leans heavily into dark comedy, internet culture and creator-first storytelling, with every aspect of the project written, performed and produced by real Patreon creators.
In the story, Santa is no longer the cheerful giver of gifts but a bitter kingpin watching his traditional “stuff-based” business model collapse as fans choose to support artists, podcasters and performers directly through paid memberships that deliver ongoing content and community.
The campaign landed during a peak period for online marketing, with brand email traffic surging during Cyber Week, when inboxes are flooded with promotional messages, creating what many consumers now experience as digital fatigue at the height of the gifting season.
Against that backdrop, Patreon is positioning creator memberships as a more meaningful and intentional gift, offering fans access to exclusive content, experiences and direct support for the people whose work they genuinely value.
Halkias, who built his career and fanbase largely through Patreon, played a central role in shaping the campaign’s character and tone, narrating the film and collaborating closely on the script to ensure it matched his trademark irreverent style.
“Playing Santa as an unhinged mob boss made a kind of twisted sense,” said Stavros Halkias. “Patreon has always been the place where I can freely experiment and push boundaries. My community on Patreon built my career, so being part of a campaign that celebrates creators and makes fun of the most commercialised time of year just feels right.”
Director Daniel Thrasher also took on several creative roles across the production, including shooting the film and designing the set, while performing on screen as Santa’s loyal but nervous accomplice.
“We wanted to make a holiday short that really felt like it belonged on the internet,” said Thrasher. “Stavros was the perfect Santa for this, not only as someone who knows the platform well, but also a gifted performer and hilarious to riff with. Ultimately the message is this: People don’t want junk anymore. They want to be a part of something.”
The campaign also stands apart from the growing wave of AI-assisted advertising, with Patreon highlighting that the entire project is creator-driven at a time when questions around automation and authenticity continue to ripple through the media and advertising industries.
By leaning into comedy, cultural commentary and creator ownership, Patreon is using the film to underline its wider message that membership-based support offers something longer lasting than gadgets, novelty gifts or one-off purchases.
Santa Hates Patreon is available on Patreon’s official YouTube and Instagram channels.
