City of Yarra Claymation Explainer
A handcrafted claymation explainer built to make complex community initiatives approachable, memorable, and human.
Project Overview
The City of Yarra required a visually engaging and accessible way to communicate key infrastructure and community initiatives to residents. Traditional corporate video formats were considered too formal and potentially disengaging for a broad demographic audience.
A handcrafted claymation explainer was developed to present complex information in a simplified, human-centred and memorable format.
Objectives
- Communicate infrastructure and energy initiatives clearly
- Improve community engagement
- Create a visually distinctive campaign style
- Maintain council credibility while softening tone
- Deliver a reusable animation system for future content
Creative Strategy
Instead of photorealistic visuals, we developed a handcrafted claymation world featuring:
- Simplified dot-eye characters
- Rounded, friendly forms
- Soft stop-motion aesthetic
- Miniature cityscapes representing Yarra
- Calm, neutral corporate colour palette
The clay style reduced technical intimidation and made policy information feel approachable.
Visual System
A consistent animation framework was established:
- Simple facial system: dot eyes, curved line mouth
- Matte modelling clay texture
- Soft studio lighting
- No exaggerated movement
- Premium but warm aesthetic
This ensured brand consistency across scenes.
Technical Approach
- AI-assisted clay-style image generation
- Structured prompt framework for consistency
- Controlled geometry and layout rules
- Controlled animation sequences for day-to-night transitions
- Lighting consistency across frames
The workflow balanced creative storytelling with production efficiency.
Outcomes
- Stronger audience retention compared to traditional formats
- Improved clarity of messaging
- Increased shareability on social platforms
- A scalable clay animation system for future campaigns
The City of Yarra gained a recognisable visual identity that supports ongoing community communications.
Key Learnings
- Simplicity improves comprehension
- Clay aesthetics increase perceived warmth and trust
- Consistent facial systems prevent visual drift
- Subtle motion feels more premium than exaggerated animation