"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.
