Focused on educating viewers about Gmail’s "just like your web-based-browser" interface available in 44 languages on mobile devices like the iPhone, this larger-than-life 30-second animation was done through the meticulous processes of stop motion and 100% papercraft. What better way to highlight the features of Gmail, that will now be available on select phone browsers in 44 languages, than to bring these features to life, march them from the web to the iPhone, all through stop-motion animation? By creating characters out of the familiar and favorite Gmail features, everything from the stars to the threaded conversations take on their own identity and purpose. The original marching band soundtrack sets the upbeat tone as the characters excitedly peel off from the laptop interface and confidently march their way into the iPhone browser. What took around-the-clock weeks of tender love and care into making the props and the stage transformed into an epic 30-second spot for GMAIL.

It's incredible to think about how much time and energy goes into the making of a short 30-second spot. But when you're talking stop-motion animation, it takes hours and hours to produce one second. The JESS3 team in LA worked round the clock to make this exciting spot about Gmail's mobile interface, now available on select phone browsers in 44 languages, and here's a look at how we did it.