This Is It is a London film collective that make the great handmade-style films. Don’t Hug Me I’m Scared is one of their latest, and uses their arts and crafts aesthetic to make a hilarious mock-children’s PSA about creativity. It’s delightfully nihilistic, self-aware, and taps into something all of us have probably felt in any sort of Creative endeavor, namely that “creativity” isn’t just the purely positive act that popular culture makes it out to be. This is one you need to watch to the end, it’s 100% worth three of your minutes. Full video after the jump!