FiftyStrong · claymation ad · script + storyboard · v1 · 2026-09-23

Same Number, New Shape

A clay woman steps on her scale: same number as at 45, completely different body. The ad busts the myth that the scale tells you what's happening after 50, in the style of narmograph's claymation mechanism ad.

49.6sruntime
30shots
140words VO
1.7savg shot
The misconception

She's been grading herself on the wrong number

Myth

"The scale tells me what's happening. Get the number down and my middle goes too."

Truth

Around 50, many women swap a little muscle for a little fat around the middle. The scale can't see the swap.

Evidence

Every factual line is GREEN: SWAN (1,246 women), a 101-trial meta-analysis in postmenopausal women, a 117-study review on deep belly fat.

Her words

"It's not just the weight gain, it's WHERE I'm gaining it" came up in 12+ Reddit threads. The ad says it back to her.

Clay

Clay is a fixed amount of stuff that gets reshaped. The medium makes the argument without explaining it.

Compliance

The ad argues against the scale, so it needs no weight-loss claim, no number or timeframe, and no before/after pair.

Next up: "It's too late to build muscle at 52" (GREEN; clay never sets) is the obvious second ad. Rejected for now: "Menopause wrecked my metabolism" is the most common belief, but the evidence is only AMBER and it pulls the copy toward "boost your metabolism" claims. Full grading in research.md.

What we're cloning

The engine, not the poop

narmograph's 82-second claymation for a chlorophyll capsule (Nano Banana 2 stills → Kling 3.0 motion). We keep the 13-beat structure, pacing, literal visuals and mascot-to-CTA device, and swap in our myth. We cut it to 50 seconds by dropping the second montage and the discount burst.

2.9words per second: fast, conversational read
~1.5sper shot. About 55 cuts in 82s
1–3words per burned-in caption
100%of phrases shown literally ("rush to work" → driving)
Reference frame omitted on the public copy
HookCounter-intuitive claim over a serif title cardRef: "If your poop isn't green…" + WHY YOUR POOP SHOULD BE GREEN
Reference frame omitted on the public copy
Failed fixesAbsurd escalation of what she already triedRef: Poop tower, blasts through the roof; "tried brushing or scraping"
Reference frame omitted on the public copy
Conventional wisdomAuthority figure states the conventional wisdomRef: Doctor with a stool chart: brown means good
Reference frame omitted on the public copy
TwistFace close-up on the "but…"Ref: "But what you didn't know…"
Reference frame omitted on the public copy
MechanismScan board + inside-the-body clayRef: X-ray display, gut tunnel, bloodstream
Reference frame omitted on the public copy
MechanismA cute clay character carries the mechanismRef: Green gas blob, caught in a net
Reference frame omitted on the public copy
AuthorityThe people who figured it outRef: Dietitians in a microbiome lab
Reference frame omitted on the public copy
ProductBrand world breaks the paletteRef: Flat teal seamless, product in hand
Reference frame omitted on the public copy
Mascot CTAOffer burstRef: 25% OFF clay tag explosion
Reference frame omitted on the public copy
Mascot CTAMascot at a desk fronts the CTARef: MR. G. POOP — CEO, red LINK IS BELOW plate

Reference frames are left out of this copy. Original: x.com/narmograph/status/2102334323856752957. Full breakdown: reference/breakdown.md.

Voice-over · first person, Clay Roxie

Script

140 words at the reference's ~2.9 words/s = 49.6s. First person on purpose: Meta's personal-attributes rule flags "your belly" and "you're over 50", and it's also how she talks about it herself. Source tags point to the safe-line table in research.md.

InBeatVoice-overSource
0:00.0HookI weigh exactly what I did at forty-five.
House-validated line (audience brief). No "menopause" in the hook.
—
0:02.8HookCompletely different body.—
0:04.2Failed fixesI cut back. I weighed myself every single morning.
Failed fixes are scale-chasing, not walking or dieting, so the ad never says exercise or diets don't work.
—
0:07.0Hero objectThis is my scale.
Clone of "This is your poop."
—
0:08.4Conventional wisdomEveryone says: get the number down.—
0:10.6TwistBut the scale can't see what's happening.L2
0:13.2MechanismAround fifty, many women lose a little muscle and gain a little fat, mostly around the middle.
SWAN (Greendale 2019, n=1,246): fat gain doubles, lean mass falls, weight trend barely changes.
L1
0:19.2MechanismOn the scale, they cancel out.
SWAN: "balance each other out".
L1
0:21.2MechanismSame number. New shape.
The title. Repeatable line.
—
0:22.8Wrong fixAnd eating less on its own can take muscle with it.
"On its own" and "can" are load-bearing. Never "diets don't work".
L3
0:26.6AuthorityIn over a hundred trials, women after menopause built muscle and lost fat with exercise.
Khalafi 2023: 101 RCTs, 5,697 postmenopausal women. Trial results are never credited to FiftyStrong.
L4
0:31.8Solution mechanismIt can even trim the deep fat around the middle, and the scale still can't see it.
Unquantified by house rule; says "exercise" (via "it"), not "strength training".
L5
0:37.4ThesisHormones change where fat goes. Muscle is the part you can build.
The Menopause Society MenoNote 2025; Davis 2012.
L6
0:41.8ProductFiftyStrong. A 12-week at-home exercise program, from fifteen minutes a day.
Program wording per house rule. "15 minutes a day to start" matches the quiz copy.
—
0:46.0Mascot CTATake the quiz below. Stop letting the scale grade you.—

I weigh exactly what I did at forty-five. Completely different body. I cut back. I weighed myself every single morning. This is my scale. Everyone says: get the number down. But the scale can't see what's happening. Around fifty, many women lose a little muscle and gain a little fat, mostly around the middle. On the scale, they cancel out. Same number. New shape. And eating less on its own can take muscle with it. In over a hundred trials, women after menopause built muscle and lost fat with exercise. It can even trim the deep fat around the middle, and the scale still can't see it. Hormones change where fat goes. Muscle is the part you can build. FiftyStrong. A 12-week at-home exercise program, from fifteen minutes a day. Take the quiz below. Stop letting the scale grade you.

30 shots · 9:16

Storyboard

Each frame shows the set palette, where the caption sits (upper or lower third, alternating the way the reference does), and who's in shot. The pebbles are the cast colours: sage for Roxie, cream for the scale, red for muscle, yellow for fat, grey for the researcher. Tap a timeline segment to jump to its shot.

123456789101112131415161718192021222324252627282930
0s10s20s30s40s
HookFailed fixesHero objectConventional wisdomTwistMechanismWrong fixAuthoritySolution mechanismThesisProductMascot CTA
0:00.0 → 0:01.41.4sHook

“I weigh exactly what I did at forty-five.”

FrameFloor-level low angle. Roxie's pale slip-ons step onto the cream clay scale on a mossy bath mat; tiled wall, brass sconce glowing.

MotionFoot presses down, the clay scale squashes a little, dial wobbles. Slow push-in.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: bathroom. Floor-level low angle. Roxie's pale slip-ons step onto the cream clay scale on a mossy bath mat; tiled wall, brass sconce glowing. Characters from the attached sheets: Clay Roxie, The Scale. No text overlays.

0:01.4 → 0:02.81.4sHook

“I weigh exactly what I did at forty-five.”

FrameTop-down on the dial. No numbers; the needle lands on a gold star sticker lettered SAME. Taped beside it, a curling polaroid of Roxie blowing out "45" birthday candles (face only).

MotionNeedle swings, settles on the star with a tiny bounce.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: bathroom. Top-down on the dial. No numbers; the needle lands on a gold star sticker lettered SAME. Taped beside it, a curling polaroid of Roxie blowing out "45" birthday candles (face only). Characters from the attached sheets: The Scale. No text overlays.

0:02.8 → 0:04.21.4sHook

“Completely different body.”

FrameMid-shot at the bedroom mirror. Roxie holds her favourite old jeans up against herself, head tilted, one eyebrow way up. Framed on face and jeans, not her body.

MotionShe looks from the jeans to the mirror and back. Eyebrow climbs.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: bedroom mirror. Mid-shot at the bedroom mirror. Roxie holds her favourite old jeans up against herself, head tilted, one eyebrow way up. Framed on face and jeans, not her body. Characters from the attached sheets: Clay Roxie. No text overlays.

0:04.2 → 0:05.41.2sFailed fixes

“I cut back. I weighed myself every single morning.”

FrameKitchen table. An enormous white plate with a single clay pea in the centre. Roxie, napkin tucked in, knife and fork raised, dead-eyed.

MotionShe saws the pea in half with great care.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: kitchen. Kitchen table. An enormous white plate with a single clay pea in the centre. Roxie, napkin tucked in, knife and fork raised, dead-eyed. Characters from the attached sheets: Clay Roxie. No text overlays.

0:05.4 → 0:07.01.6sFailed fixes

“I cut back. I weighed myself every single morning.”

FrameEscalation gag (the reference's poop tower). Wall calendar with every day crossed out in red; in front, Roxie on the scale in a different pyjama set in each beat, the sun outside flipping up and down.

MotionStop-motion time-lapse: pages flip, pyjamas swap, sunrise-sunset-sunrise, Roxie's expression sinks.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: hallway calendar. Escalation gag (the reference's poop tower). Wall calendar with every day crossed out in red; in front, Roxie on the scale in a different pyjama set in each beat, the sun outside flipping up and down. Characters from the attached sheets: Clay Roxie, The Scale. No text overlays.

0:07.0 → 0:08.41.4sHero object

“This is my scale.”

FrameHero object (clone of "This is your poop"). Roxie's clay hands present the scale to camera, bathroom a soft warm blur. The scale's dot eyes look up at us.

MotionSlow push-in; the scale blinks once.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: bathroom. Hero object (clone of "This is your poop"). Roxie's clay hands present the scale to camera, bathroom a soft warm blur. The scale's dot eyes look up at us. Characters from the attached sheets: Clay Roxie, The Scale. No text overlays.

0:08.4 → 0:09.51.1sConventional wisdom

“Everyone says: get the number down.”

FrameCafé. Three clay friends round a tiny bistro table, all wagging teaspoons at Roxie at once.

MotionSpoons wag in sync, cups rattle.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: café. Café. Three clay friends round a tiny bistro table, all wagging teaspoons at Roxie at once. Characters from the attached sheets: Clay Roxie. No text overlays.

0:09.5 → 0:10.61.1sConventional wisdom

“Everyone says: get the number down.”

FrameFridge door crowded with magnets and clippings. Centre: a sticky note in red marker, "GET THE NUMBER DOWN!!", with a doodle of a scale.

MotionNote flutters in the fridge draft; a magnet slides down.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: fridge door. Fridge door crowded with magnets and clippings. Centre: a sticky note in red marker, "GET THE NUMBER DOWN!!", with a doodle of a scale. No text overlays.

0:10.6 → 0:11.91.3sTwist

“But the scale can't see what's happening.”

FrameClose on the scale: it's wearing a pink satin sleep mask. A tiny clay Z floats up.

MotionZs drift; the dial rises and falls like breathing.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: bathroom. Close on the scale: it's wearing a pink satin sleep mask. A tiny clay Z floats up. Characters from the attached sheets: The Scale. No text overlays.

0:11.9 → 0:13.21.3sTwist

“But the scale can't see what's happening.”

FrameExtreme close-up on Roxie's face (the reference's twist close-up). Eyes going wide, mouth a small o.

MotionEyes widen, eyebrows lift, a slow blink.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: bedroom mirror. Extreme close-up on Roxie's face (the reference's twist close-up). Eyes going wide, mouth a small o. Characters from the attached sheets: Clay Roxie. No text overlays.

0:13.2 → 0:15.22.0sMechanism

“Around fifty, many women lose a little muscle and gain a little fat, mostly around the middle.”

FrameLightbox scan display (the reference's X-ray) labelled BODY COMPOSITION SCAN. A translucent clay Roxie; red muscle bands glow in arms and thighs. A few muscle buddies slip out and fade.

MotionRed bands thin slightly; buddies wave goodbye as they dissolve.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: scan lightbox. Lightbox scan display (the reference's X-ray) labelled BODY COMPOSITION SCAN. A translucent clay Roxie; red muscle bands glow in arms and thighs. A few muscle buddies slip out and fade. Characters from the attached sheets: Clay Roxie, Muscle buddies. No text overlays.

0:15.2 → 0:17.22.0sMechanism

“Around fifty, many women lose a little muscle and gain a little fat, mostly around the middle.”

FrameClay anatomical cutaway of the torso (the reference's organ cross-section). Fat blobs arrive with tiny suitcases, squeezing in around the middle.

MotionBlobs waddle in, one after another, looking pleased.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: torso cutaway. Clay anatomical cutaway of the torso (the reference's organ cross-section). Fat blobs arrive with tiny suitcases, squeezing in around the middle. Characters from the attached sheets: Fat blobs. No text overlays.

0:17.2 → 0:19.22.0sMechanism

“Around fifty, many women lose a little muscle and gain a little fat, mostly around the middle.”

FrameSame cutaway. The blobs unpack and hang a tiny hand-painted sign: HOME SWEET HOME.

MotionSign swings into place; a blob plumps a tiny pillow.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: torso cutaway. Same cutaway. The blobs unpack and hang a tiny hand-painted sign: HOME SWEET HOME. Characters from the attached sheets: Fat blobs. No text overlays.

0:19.2 → 0:21.22.0sMechanism

“On the scale, they cancel out.”

FrameAn old brass-look clay kitchen balance. A clay hand lifts a red lump tagged MUSCLE off one pan while another drops an equal yellow lump tagged FAT on the same pan.

MotionSwap happens; the pans don't move a millimetre.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: kitchen balance. An old brass-look clay kitchen balance. A clay hand lifts a red lump tagged MUSCLE off one pan while another drops an equal yellow lump tagged FAT on the same pan. Characters from the attached sheets: Muscle buddies, Fat blobs. No text overlays.

0:21.2 → 0:22.81.6sMechanism

“Same number. New shape.”

FrameWide. Roxie stands on the scale, still; needle on SAME. Behind her, her shadow on the tiles quietly reshapes. A shadow, never a before/after pair.

MotionOnly the shadow moves. Roxie and the needle are locked.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: bathroom. Wide. Roxie stands on the scale, still; needle on SAME. Behind her, her shadow on the tiles quietly reshapes. A shadow, never a before/after pair. Characters from the attached sheets: Clay Roxie, The Scale. No text overlays.

0:22.8 → 0:24.71.9sWrong fix

“And eating less on its own can take muscle with it.”

FrameCountertop. A small clay figurine of Roxie on a cutting board; a cheese-wire slicer tagged EAT LESS draws a thin slice off her side.

MotionWire pulls through slowly, clay curls away.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: kitchen. Countertop. A small clay figurine of Roxie on a cutting board; a cheese-wire slicer tagged EAT LESS draws a thin slice off her side. Characters from the attached sheets: Clay Roxie. No text overlays.

0:24.7 → 0:26.61.9sWrong fix

“And eating less on its own can take muscle with it.”

FrameClose on the falling slice: streaked red. Two muscle buddies cling to it, waving sadly.

MotionSlice drops into a bowl; buddies' faces fall.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: kitchen. Close on the falling slice: streaked red. Two muscle buddies cling to it, waving sadly. Characters from the attached sheets: Muscle buddies. No text overlays.

0:26.6 → 0:28.41.8sAuthority

“In over a hundred trials, women after menopause built muscle and lost fat with exercise.”

FrameResearch office (the reference's lab). The researcher drops a towering stack of folders stamped TRIAL onto her desk. Chalkboard behind: 101 TRIALS · 5,697 WOMEN.

MotionFolders land, dust puffs, pens bounce; she pushes her glasses up.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: research office. Research office (the reference's lab). The researcher drops a towering stack of folders stamped TRIAL onto her desk. Chalkboard behind: 101 TRIALS · 5,697 WOMEN. Characters from the attached sheets: The researcher. No text overlays.

0:28.4 → 0:30.21.8sAuthority

“In over a hundred trials, women after menopause built muscle and lost fat with exercise.”

FrameCommunity hall. A row of clay women aged 50 to 65 in mixed workout clothes doing chair sit-to-stands. Muscle buddies pop up on their thighs and flex.

MotionEveryone rises in unison; buddies pop in with a boing.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: community hall. Community hall. A row of clay women aged 50 to 65 in mixed workout clothes doing chair sit-to-stands. Muscle buddies pop up on their thighs and flex. Characters from the attached sheets: Muscle buddies. No text overlays.

0:30.2 → 0:31.81.6sAuthority

“In over a hundred trials, women after menopause built muscle and lost fat with exercise.”

FrameBack in the torso cutaway: the fat blobs pack their suitcases and file out through a tiny door marked EXIT.

MotionBlobs shuffle out; the last one flicks the light off.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: torso cutaway. Back in the torso cutaway: the fat blobs pack their suitcases and file out through a tiny door marked EXIT. Characters from the attached sheets: Fat blobs. No text overlays.

0:31.8 → 0:33.82.0sSolution mechanism

“It can even trim the deep fat around the middle, and the scale still can't see it.”

FrameScan lightbox again. A glowing yellow core deep inside the middle shrinks. The outline of Roxie's silhouette stays exactly the same.

MotionInner glow contracts; outline locked.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: scan lightbox. Scan lightbox again. A glowing yellow core deep inside the middle shrinks. The outline of Roxie's silhouette stays exactly the same. Characters from the attached sheets: Clay Roxie. No text overlays.

0:33.8 → 0:35.61.8sSolution mechanism

“It can even trim the deep fat around the middle, and the scale still can't see it.”

FrameRoxie steps on the scale again, standing taller, shoulders back.

MotionShe steps on with confidence; the scale squashes.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: bathroom. Roxie steps on the scale again, standing taller, shoulders back. Characters from the attached sheets: Clay Roxie, The Scale. No text overlays.

0:35.6 → 0:37.41.8sSolution mechanism

“It can even trim the deep fat around the middle, and the scale still can't see it.”

FrameClose on the scale in its sleep mask, snoring. Needle still on SAME. Roxie's slipper nudges it; nothing.

MotionSlipper taps twice; one Z pops.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: bathroom. Close on the scale in its sleep mask, snoring. Needle still on SAME. Roxie's slipper nudges it; nothing. Characters from the attached sheets: The Scale. No text overlays.

0:37.4 → 0:39.62.2sThesis

“Hormones change where fat goes. Muscle is the part you can build.”

FrameClay street crossing. A crossing guard in a hi-vis vest lettered HORMONES waves a line of fat blobs toward a road sign: THE MIDDLE →.

MotionGuard's arm sweeps; blobs waddle across on cue.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: street crossing. Clay street crossing. A crossing guard in a hi-vis vest lettered HORMONES waves a line of fat blobs toward a road sign: THE MIDDLE →. Characters from the attached sheets: Fat blobs. No text overlays.

0:39.6 → 0:40.71.1sThesis

“Hormones change where fat goes. Muscle is the part you can build.”

FrameLiving room. Roxie does a wall push-up; a muscle buddy on her shoulder flexes in time.

MotionOne smooth push-up; buddy flexes on the push.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: living room. Living room. Roxie does a wall push-up; a muscle buddy on her shoulder flexes in time. Characters from the attached sheets: Clay Roxie, Muscle buddies. No text overlays.

0:40.7 → 0:41.81.1sThesis

“Hormones change where fat goes. Muscle is the part you can build.”

FrameFront steps. Roxie carries two full grocery bags up in one trip, grinning. A muscle buddy rides a bag handle. The functional win, not a body reveal.

MotionEasy climb; a baguette bobs.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: front steps. Front steps. Roxie carries two full grocery bags up in one trip, grinning. A muscle buddy rides a bag handle. The functional win, not a body reveal. Characters from the attached sheets: Clay Roxie, Muscle buddies. No text overlays.

0:41.8 → 0:44.02.2sProduct

“FiftyStrong. A 12-week at-home exercise program, from fifteen minutes a day.”

FrameBrand world (the reference's teal seamless becomes mulberry). A clay hand holds a clay phone showing WEEK 1 OF 12, weeks 2 to 12 locked. Muscle buddies bounce round it with clay confetti.

MotionPhone rises into frame; confetti burst; buddies cheer.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: mulberry seamless. Brand world (the reference's teal seamless becomes mulberry). A clay hand holds a clay phone showing WEEK 1 OF 12, weeks 2 to 12 locked. Muscle buddies bounce round it with clay confetti. Characters from the attached sheets: Muscle buddies. No text overlays.

0:44.0 → 0:46.02.0sProduct

“FiftyStrong. A 12-week at-home exercise program, from fifteen minutes a day.”

FrameLiving room rug. Roxie does a chair sit-to-stand, phone propped on a stack of books; a clay kitchen timer reads 15:00.

MotionShe rises, sits, rises; timer ticks.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: living room. Living room rug. Roxie does a chair sit-to-stand, phone propped on a stack of books; a clay kitchen timer reads 15:00. Characters from the attached sheets: Clay Roxie. No text overlays.

0:46.0 → 0:47.81.8sMascot CTA

“Take the quiz below. Stop letting the scale grade you.”

FrameMascot CTA (clone of the green-poop CEO). A muscle buddy in a tiny grey blazer and red tie behind a big desk; nameplate M. USCLE — HEAD COACH.

MotionSwivels to camera, thumbs up, grins.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: ceo office. Mascot CTA (clone of the green-poop CEO). A muscle buddy in a tiny grey blazer and red tie behind a big desk; nameplate M. USCLE — HEAD COACH. Characters from the attached sheets: Muscle buddies. No text overlays.

0:47.8 → 0:49.61.8sMascot CTA

“Take the quiz below. Stop letting the scale grade you.”

FrameHallway. Roxie slides the snoring, masked scale into the coat closet and shuts the door. Muffled from inside: "…same number." She dusts off her hands.

MotionDoor clicks shut; she dusts her hands and walks off.

Keyframe prompt

Stop-motion claymation film still. Plasticine characters and a fully built miniature set, visible fingerprints and sculpting-tool marks on every surface, matte clay skin, lit like live action with warm practical lights, shallow depth of field, 35mm lens, vertical 9:16. Set: hallway closet. Hallway. Roxie slides the snoring, masked scale into the coat closet and shuts the door. Muffled from inside: "…same number." She dusts off her hands. Characters from the attached sheets: Clay Roxie, The Scale. No text overlays.

Generate these sheets first

Cast

Every recurring character gets a sheet before any keyframe is made. That's what keeps identity steady across 30 shots; the reference's man drifts between shots, and we don't want that.

Clay Roxie

Narrator and hero, first person

Woman about 55, long wavy ash-blonde hair sculpted in thick clumps, big glossy eyes with small pupils, soft rosy cheeks, gentle laugh lines, a real soft middle (not a fitness model). Sage-green jersey loungewear set, pale slip-on sneakers. Charming, never grotesque: the reference exaggerates noses and teeth, we exaggerate eyes and eyebrows.

content/_character/roxie-charsheet-sage-loungewear-bilateral.png (identity) + reference/anchors/face-closeup.jpg (clay treatment)

The Scale

Comic foil. The thing that can't see

Chunky cream clay bathroom scale with a round analogue dial and no numbers. Two small dot eyes above the dial; the needle sits on a hand-cut gold star sticker lettered SAME. Later wears a pink satin sleep mask and snores.

new sheet: front, 3/4, top-down, masked

Muscle buddies

Mascot. Leaves when ignored, returns when used, fronts the CTA

Thumb-sized cherry-red clay strands with striated texture, tiny white glove hands, round eyes, eager grins. Clone of the reference's green gas blob in scale and expressiveness.

new sheet: waving, flexing, sad, in a tiny blazer

Fat blobs

Friendly squatters, never gross

Soft butter-yellow clay pillows with sleepy half-lidded eyes, carrying tiny brown suitcases. Cosy, a little smug. Never lumpy skin, never pinched from a body.

new sheet: arriving, unpacking, packing, leaving

The researcher

Authority beat

Clay woman in her sixties, grey bun, reading glasses on a beaded chain, cardigan over a lab coat. Swap for the reference's goggled lab scientist.

one-off, no sheet

Style bible

Look & type

Look

  • Plasticine lit like live action. Fingerprints and tool marks everywhere, matte skin, warm practical lights, shallow depth of field.
  • Fully built miniature sets: bathroom, kitchen, café, community hall, research office. Lived-in, with props everywhere.
  • Inside-the-body shots are clay too. Torso cutaway and a scan lightbox, the reference's two strongest visuals.
  • Kind to her. The reference goes grotesque (buck teeth, huge nose). We exaggerate eyes and eyebrows instead, because the viewer is Roxie.
  • Brand world: mulberry #7A1E5C seamless replaces the reference's teal for the product beat.
  • 12fps boiling texture in motion, so Kling output reads as stop-motion rather than CG.

Type

WHY THE SCALE LIESafter 50

Title card, shots 1–2: thin serif caps and a small subline, white and centred.

SAME NUMBER
NEW SHAPE

Captions: heavy condensed caps (Anton or similar), 1–3 words, hard shadow, timed to the VO. Upper third at about 33% or lower third at about 62%.

TAKE THE QUIZ BELOW

CTA plate: the reference's red "LINK IS BELOW" plate, recoloured mulberry.

How it gets made

Production plan

Same toolchain as the reference. Nothing below has been generated. Each batch gets a cost quote and your go-ahead before it runs.

Pipeline

  1. Cast sheets (4): Clay Roxie (from the sage loungewear sheet), the Scale, Muscle buddies, Fat blobs. Nano Banana 2 or Pro, with 2–3 reference-frame anchors for the clay treatment.
  2. Keyframes (30): one still per shot from the prompts in shotlist.json, with the cast sheets attached. Review as a contact sheet before any motion.
  3. Motion (30 clips): Kling 3.0 image-to-video, 5s each, cut down to 1.1–2.2s. Shots 5 and 15 are the hard ones (time-lapse, shadow-only change); plan two takes each.
  4. VO: warm female 50s read at about 2.9 words/s. ElevenLabs is out of credits on the free plan (10 left as of today), so it needs a top-up or another TTS.
  5. Edit: hard cuts on the word, captions burned in, light music bed, cartoon SFX on the pea, the folder drop, the confetti and the closet door.

Where to trim

  • To ~45s: cut shot 7 (café), 22 (step on again) and 26 (groceries). The VO shortens by "Everyone says:" and the thesis loses its visual payoff. Saves about 4s.
  • To ~40s: also drop v3 ("I cut back…") and shots 4–5. This loses the escalation gag, which is the reference's strongest hook. Not recommended.
  • Hook test: the title card is the cheapest A/B lever. Alternates: "SAME NUMBER. NEW SHAPE." / "WHY THE SCALE WON'T MOVE".
  • Files: shots.py is the source of truth. build.py regenerates this page, script.md and shotlist.json.
Against research.md's checklist

Compliance

Pass
No "menopause" in the first 5 seconds; never "menopause belly"."Menopause" appears once, at 28s, in the trials line.
Pass
No weight number, loss rate or "lose X in Y weeks".The dial has no numbers; the needle sits on a SAME sticker.
Pass
No before/after body pair and no slimmer "after".Shot 15 is a shadow on the wall; shot 21 shows the inner glow shrinking while the outline stays locked; shot 26 is a functional win (groceries).
Pass
"12 weeks" appears only as the program's length.
Pass
Deep-fat claim is unquantified and credited to exercise, not FiftyStrong.
Pass
No second-person body attributes; first-person narrator throughout.
Pass
No pinching or close-ups of belly fat. Fat is shown as friendly blobs inside a cutaway, never on the body.
Pass
No symptom claims (hot flashes, sleep, mood, brain fog).
Pass
Doctor line on the end card; "12-week at-home exercise program"; no dumbbells.
Watch
v11 sits right before the product line, so a viewer could read the trial results as FiftyStrong's.Shots 18–20 show generic women and a researcher, not the app. Don't put the logo on screen before shot 27.
Watch
The app's dose (about 45 min/week to start) is below what most trials used.That's why the script never says FiftyStrong gets trial results.
Your call
v11 says "women after menopause". "Women over fifty" removes the word from the ad entirely, but the topic is menopause and the word signals relevance. Recommend keeping it.