SANTA
a feature documentary
LOGLINE
Tim Burger is a former Marine, devoted husband, federal contracting manager—and Santa Claus. But for Tim, being Santa isn’t about red suits and sleigh bells. It’s about leading with kindness every day of the year, showing that the true spirit of Christmas lives in how we treat each other.
SYNOPSIS
“Santa” is a heartwarming documentary that follows Tim Burger—a former Marine, father, a national parks employee, and full-time Santa Claus—not just during the holiday season, but in the quiet, everyday moments where his true spirit shines.
Inspired by the Dr. Seuss quote, “Maybe Christmas doesn’t come from a store. Maybe Christmas means a little more,” this film invites us into Tim’s world, where kindness isn’t a seasonal costume, but a way of life.
As Tim prepares for the Christmas season—cleaning his boots, tending to his beard, booking appearances—we see how every gesture, from a smile to a moment of listening, is an extension of his deeply held belief: that kindness has the power to change the world. Through his example, he reminds us that Santa isn’t just someone you meet in December—it’s something we all carry inside us.
STYLE + TONE
Authentic, reverent, and warm—but not overly polished or performative. This is a portrait of a man whose small, daily actions echo louder than any sleigh bell. The documentary will blend quiet observation with reflective interviews, capturing Tim in the moments that might otherwise go unnoticed: helping a neighbor shovel snow, comforting a nervous child, or listening intently to a stranger.
The tone leans grounded and human—never saccharine. Any emotional moments will emerge organically, just like Tim’s kindness. This is not about creating magic; it’s about revealing that it already exists.
STORY + TIMELINE
Everyday Santa
We meet Tim in his day-to-day life: a federal employee overseeing construction at U.S. Public Parks. He walks job sites with calm authority, greets people by name, and leads with compassion. Subtle moments show us he’s already embodying Santa—long before the suit ever comes out.
The Kindness Blueprint
We dig into Tim’s belief system. In interviews, he speaks not just about what he does—but why. His family, friends, coworkers, and the people he visits all describe a man guided by empathy, not ego. Tim reflects on his time as a Marine and how service reshaped his understanding of leadership and care.
Becoming the Symbol
As the season approaches, Tim begins his physical transformation—but the film resists the cliché makeover montage. Instead, it treats the rituals (trimming the beard, repairing his suit) with reverence. These aren't about pageantry—they’re about stewardship. He’s preparing himself to serve.
Santa in Action
We follow Tim into homes, hospitals, and community centers. What we see isn’t performance—it’s presence. He slows down, gets on a child’s level, and connects. He gives time, not toys. One moment might feature a child who just lost a grandparent. Another might show Tim speaking to a veteran, not as Santa, but as a fellow Marine.
A Little More
As Christmas nears, the visits become more frequent. The pace picks up, but Tim remains steady. We intercut between his busy calendar and quieter family time. Christmas Eve brings a quiet scene—maybe Tim, alone, writing cards or reflecting on the season. The film closes not with spectacle, but with simplicity: Tim wishing someone a “Merry Christmas” in the middle of a grocery store aisle—because Santa never clocks out.
Social Media
& Impact Campaign
“Santa Knows” Mini-Doc Series
Santa Knows is a short-form social media series that captures the joy of unexpected generosity during the holidays. Inspired by the tradition of Salvation Army Santas, each 3-5 minute episode features Tim — a real-life Santa Claus — stationed outside a retail store, quietly observing families in need.
The surprise begins when Tim invites a family inside for an impromptu shopping spree, joining them as they pick out Christmas presents they never thought they’d be able to afford. But the most powerful moment comes at the end: a second surprise — a meaningful cash gift that helps relieve a crippling expense putting a damper on their holidays, whether it’s overdue rent, medical bills, or basic necessities.
The Series as a Promotional Engine
The short-form series is designed as a high-impact social campaign to build momentum and awareness leading into the release of the film. Each episode is cut downoptimized for platforms like Instagram, TikTok, and YouTube, creating viral opportunities that emotionally connect with viewers and drive interest in the larger story.
Key Campaign Elements
Original Content Series
5 cinematic mini-doc episodes (3–5 min each) plus 3 short-form social videos per episode (15 total), capturing heartfelt moments where Tim surprises children with their dream gifts — and then transforms entire families’ lives by helping their parents in ways they need most.
Film Festival Premiere & Holiday Launch
Santa will premiere at the Telluride Film Festival in 2027, a perfect local tie to Tim’s Colorado roots. This intimate, high-profile debut will anchor the film’s rollout into the holiday season, positioning it as a new classic that families revisit year after year.
Always-On Social Media Campaign
Short reels, TikToks, and co-branded posts across Salvation Army, Production House, and community partner channels.
A dedicated campaign hashtag — #SantaKnows — will drive user stories, encourage sharing, and reinforce The Salvation Army’s role at the center of this powerful message of giving.
Self-Distribution Strategy
Target: Families, holiday enthusiasts, and charitable supporters across the U.S. — reaching millions during the peak giving season.
Mission-driven amplification: Partnering with a national nonprofit and its local chapters, volunteers, and communication channels to share authentic stories and drive powerful community engagement.
Big launch: Telluride Film Festival premiere, tying directly to Tim’s Colorado roots, with Salvation Army leaders, featured families, and press invited to amplify the story.
$20K paid campaign across Instagram, TikTok, YouTube, and Facebook to boost reach, drive donations, and funnel audiences directly to rent the film.
Goal: 200K–300K rentals at $9.99, generating strong long-term returns while reinforcing The Salvation Army’s role as the trusted leader in compassion and holiday giving.