After storyboarding out each spot we brought them to life fully in CG, carefully crafting a world of paper that still felt warm, human and emotional. Each 3d object was modeled from scratch with realistic folds and bends to give it a hand crafted feel. We also animated each spot in a way that mimiced what we would do if we had actually filmed this in stop motion. Instead of using smooth keyframes we painstakingly animated a large portion of each spot frame by frame. This gave the campaign a charming and authentic feel that was really important to the concept. To tie it all together our friends at Marcus Thomas created a score that perfectly expressed the time reverse storytelling featuring some backwards instrumentation and a voice over that nailed the emotion tone.