Claymation ad playbook

Handmade clay look that stands out in the feed.

1. 1

   Pick the angle

   Say it in your customer's words: [Small daily annoyance] becomes [satisfying fix] – told in clay

   Works best for buyers who are unaware, problem-aware.

2. 2

   Open with a hook

   • Curiosity & pattern break – An odd image or claim that has to be resolved.
   • POV & relatable moment – The viewer recognizes their own life in the first second.
   • Hooks by niche →
3. 3

   Write the beats

   • Problem → Agitate → Solve – Name the problem, make it felt with a specific moment, then the product solves it.
   • Before → After – Show life before, the turning point, and the after – same person, same light.

   3 scenes. Keep each spoken line to 15–22 words for an 8-second clip.

   Write each scene as six blocks in this order: STYLE LOCK, ASPECT + FRAMING, CHARACTER(S), SCENE / ACTION, MATERIAL DETAIL, NEGATIVE. Small, tactile actions read best in clay (a lid pops, a sock is stolen).

4. 4

   Shoot every scene the same way

   Scene promptCopy prompt

   Character: Charming clay figure with a handmade look.
   
   Handmade stop-motion clay world: plasticine figures with faint thumbprints and tool marks, matte surfaces with tiny bumps, slightly uneven proportions, miniature set built from clay and craft materials, soft practical lighting like a tabletop studio
   
   Each scene: [subject] performs [one action] in [setting]. [shot size + ONE camera move]. [lighting + mood]. [continuity constraint].
   
   Avoid: on-screen text, captions, prices or watermarks, garbled or invented lettering, photorealistic humans mixed into the stylized world, the product redesigned beyond recognition, smooth CGI plastic look, glossy 3D render.

   Fill the brackets for each scene – one action and one camera move per shot.

5. 5

   Check before you post

   • Style lock holds: same material, palette and character design in every scene
   • The real product is recognizable (shape, colors, label) even in the stylized world
   • One clear action per scene, readable at phone size
   • No text or garbled lettering inside the image – text lives in the timeline
   • Voice timing matches the scene length
   • A fictional presenter demonstrates or explains – no invented personal customer stories
   • Only claims from the product's claim registry; no cure, guarantee or before/after promises the niche forbids