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Claymation adIf you write DTC / app-install ads
A claymation app ad — denial as the hook
A stop-motion-style app ad that opens on a relatable addiction-denial monologue, then flips the same character into the product's success story — the problem-aware DR structure DTC and app marketers swipe for relatable-hook creative.
length
0:45
scenes
22
scenes / min
29.4
signature cuts
15
Summary
The script
The Cuts
The blueprint
Look & frames
Sound
Cast & World
The read
What this video is doing
- 🎬 High scene density (29.4 scenes/minute) creates rapid visual engagement but risks cognitive overload for viewers with shorter attention spans, requiring careful pacing adjustments.
- 🎨 Dominant 3D animation style (82%) with balanced moderate-to-subtle animation levels (82% combined) maintains visual interest without becoming distracting, supporting sustained viewer engagement.
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2 more findings, the audience & platform call, and the retention-risk read.
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How it’s built
“I'm not addicted to weed. Don't worry, it's fine. I can quit any time. I've quit twice this year.”the opening hook
A person rationalizes their addiction with a series of contradictory statements, highlighting common signs of denial. The video then pivots to offer 'Sunflower' as a solution, providing tools like tracking sober days, AI sponsorship, and community support for those who identify with the initial struggle.
0:00
Hook
The protagonist denies addiction with increasingly contradictory statements.
0:08
Setup
The protagonist lists specific, frequent instances of their drug use.
0:18
Counter
The protagonist rationalizes their drug use by comparing it to other drugs.
0:22
Setup
The protagonist states they will quit when they have a reason to.
0:26
Re-hook
A direct question to the viewer to identify with the previous statements.
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The rest of the beat sheet, the emotional arc and the pacing read.
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Signature cuts 15 cuts
The repeatable moves behind the video — each with the shot, the scenes it spans, and a paste-ready recreation recipe.
Cut 01
Medium-Shot Single Character Action with Stacked Text Reveals
A medium-angle 3D character performing a deliberate action (smoking) with 2+ text lines appearing sequentially over the shot. The animation is moderate-paced, holding the frame for 4 seconds to allow text-to-action synchronization.
How to recreate
Frame a single 3D character at medium distance (waist-to-head in frame). Animate a 3-4 second action loop. Layer text overlays at 0s and 2s marks, each holding 2 seconds. Use 4-second total duration. Ensure character action and text timing align thematically.
Cut 02
Wide-Shot Environment Establishment with Single Text Anchor
A wide-angle 3D environment shot with minimal animation (subtle movement or static framing) and one centered text line. Duration is brief (2 seconds), establishing location context without character focus.
How to recreate
Shoot a wide 3D environment at eye level or slightly elevated. Keep animation to camera pan or object subtle movement only. Place single text line centered on screen at 0.5s, hold for 1.5 seconds. Total duration 2 seconds. No character required.
Cut 03
Close-Up Character Isolation with Single Text Callout
An extreme close-up framing of a single character's upper body or face with subtle animation (minimal movement). One text line appears, emphasizing emotional or thematic weight through proximity and stillness.
How to recreate
Frame character from shoulders/neck up, filling 70% of frame. Keep animation to micro-movements (breathing, slight head tilt). Place text centered below or overlaid at 0.5s, hold for 1.5 seconds. Total 2-second duration. Use high-contrast lighting to emphasize facial features.
Cut 04
Medium-Shot Character Action with No Text (Silent Moment)
A medium-angle 3D character performing moderate animation (action or gesture) with zero text overlay. The 2-second duration creates a beat of visual storytelling without narrative interruption.
How to recreate
Frame character at medium distance (full torso visible). Animate a 2-second action sequence (exhale, gesture, or pose shift). No text overlay. Hold shot for full 2 seconds. Use this as a visual punctuation mark between text-heavy scenes.
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Unlock all 15 signature cuts
The other 11 cuts — each with its shot, the scenes it spans and the paste-ready recreation recipe.
Sign in to unlock →Scene breakdown
What’s on screen
22scenes
animation82%
product shot14%
graphic overlay5%
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The camera-language breakdown and the full production build sheet — total scenes, animated vs static, dominant style and angle.
Sign in to unlock →Look & colour
The palette pulled from the cut
The signature colours carrying the mood — match these to land the same on-screen feel.
The footage
22 frames sampled
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All 22 sampled frames, each with its scene type, camera angle and palette.
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Unlock the sound design
The complete sound design — assembly order, music segments, SFX events and signature moves.
Sign in to unlock →Cast & world
Who & what’s in it 6 people · 6 places · 5 objects
Bald Bearded Man
main · 12×
Pregnant Woman
supporting · 2×
Doctor
supporting · 1×
Woman in Pink Dress
background · 1×
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All 6 people, 6 places and 5 objects — each with their frames.
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