"Claynation", a global campaign for Land Rover, directed by Peter Sluszka, was created using clay and many skilled hands to morph and mold an ever-changing landscape. The campaign (including broadcast, print ads, and digital) was designed, fabricated, and shot over the course of 5 months and used roughly 1.5 tons of clay, with animators brought in from across the country that specialized in claymation animation. The car used in the spot, the only non-clay element, was modeled and 3D printed. Once assembled, it functioned realistically from the steering and doors to the practical headlights. In the spot, the car is seen driving through many clay environments, with every frame morphed and manipulated, to create the seamless journey from cities to mountains and beyond.
An additional film was also made, in which the lead actor of the spot—the appropriately named Clay Mason—gives an exlusive interview about his time on set.
Director Peter Sluszka
Agency RCKR Y&R
Client Land Rover
Executive Producer Michael Feder
Producer Greg Bedard, Zack Kortright
Stop Motion Producer Joel Kretschman
Director of Photography Ivan Abel
Motion Control Operator Richard Coppola
Gaffer Michael Yetter
Best Boy Nate Cocca-Bates, Jarrod Kloiber
Key Grip Joe Mandeville
2nd Grip Meno Payne, Charlie Wing
Swing Jonah Vigil
Art Director Ben Kress
Fabrication Nathan Asquith, Tim McDonald, Halsey Rodman, Elise Ferguson, Pete Erickson, Erika Bettencourt, Jacob Dyrenforth, Sal Denaro, Ohad Meromi, Connie Chan, Melissa Loyola, Kevin Coyle, Harry Teitelman, Matt Christensen
Sculptors Ben Kress, Michael Lawrence
Animators Teresa Drilling,Tom Gasek, Richard Zimmerman, Eileen Kohlhepp, Peter Sluszka, Kevin Coyle
Assistant Animators Connie Chan, Matt Christensen
Production Assistants Dennis Gomez, Brian Grant, Matt Churchill, Ed Harris
Lead Compositor Andrew Macfarlane
Compositors John Harrison, Peter Fink, Yussef Cole, Connie Chan, Julien Koetsch
Storyboard Artists David Zung, Connie Chan
Designer/Styleframes Tavet Gillson
Editor Anita Chao
Production Company Hornet
Post Production TAG
Peter Sluszka is an award-winning director with strong roots in stop motion and over 20 years of perfecting his craft. Not only has his work garnered plenty of accolades—including screenings at Annecy, the Annies, the Clio Awards, and even a Wood Pencil at D&AD—but he continues to push boundaries to the most delightful dimensions in everything he does. It also helps that he’s gleaned a thing or two from his time working alongside the legendary Michel Gondry.
Peter is a skilled mixed-media director, but above all, he is a clever designer and a fabrication whiz. It's not uncommon to find him fully immersed in a project and getting his hands dirty with set design, fabrication, or even animation.
Having directed original content animation, commercial productions, music videos, television series, and feature films, Peter's portfolio is brimming with live-action, CG, and stop-motion feats. He’s manipulated everything from traditional foam latex puppets to meat, origami, snow, yarn, and (literally) tons of clay.