How Are Claymation Videos Made?

Claymation ads have a handmade magic to them, and that magic comes from a genuinely hands-on process. Every character, prop and movement is created by hand and captured one frame at a time. Here is how a claymation video comes together, from first idea to finished ad.

Stage 1: Concept and script

Everything starts with the idea. What is the story? What is the hook? Where does the product appear, and what is the call to action? A clear, tight script is essential, because in stop-motion, changing your mind later is expensive. This is where the creative direction is locked in.

Stage 2: Storyboarding

The script is turned into a storyboard — a shot-by-shot visual plan of the whole ad. This maps out camera angles, movements and timing before any clay is sculpted, so the production runs smoothly.

Stage 3: Sculpting characters and props

Now the tactile part begins. Characters, props and sometimes entire miniature sets are sculpted from clay or plasticine. Characters often have internal wire armatures so they can hold poses and move believably. This is where a product becomes a charming clay version of itself.

Stage 4: Building the set and lighting

A miniature stage is built and lit. The camera is locked in place and lighting is fixed, because any shift between frames would cause flicker. Everything is prepared for the slow, precise work of animation.

Stage 5: Frame-by-frame animation

The heart of claymation. The animator poses a model, takes a photo, adjusts it slightly, and repeats — hundreds of times. Each second of finished video needs 12 to 24 individual frames. Facial expressions, gestures and movement are all created one tiny adjustment at a time.

Stage 6: Editing

The captured frames are compiled into a moving sequence. The editor refines the timing, trims the pacing, and shapes the raw animation into a tight, watchable ad.

Stage 7: Sound, music and voiceover

Finally, the ad is brought to life with sound. Music sets the tone, sound effects add texture and satisfaction, and voiceover (if used) sharpens the message. Sound design is a huge part of why finished claymation feels so polished.

Stage 8: Delivery and versions

The final ad is exported, often in multiple cuts and aspect ratios for different platforms — vertical for TikTok and Reels, captioned for silent viewing.

Why the process is worth it

Yes, it is more involved than filming a quick clip. But that craft is exactly why claymation stops the scroll and gets remembered. You are not just making an ad — you are making a tiny handmade world. Wondering how long it takes? That is the natural next question.

Let us handle the craft

Clayd Creative manages the entire claymation process end to end, from concept to final delivery. You bring the idea; we bring it to life in clay. See our pricing or start a project.