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 Claynation campaign of broadcast, print ads and digital was designed, fabricated and shot over the course of 5 months at the DUMBO stage. The spot used roughly 1.5 tons of clay, with animators brought in from across the country that specialized in claymation animation.
The Land Rover car used in the spot, the only non-clay element in the spot, was dissected, modeled and printed out on a 3D printer. The car, once assembled, functioned realistically from the steering, doors, to the practical headlights. In the campaign, 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.