Situation:

Launched at COP28 by WWF, "Up in Smoke" addresses the urgent global challenge of climate change, focusing on the need to phase out fossil fuels.

Brief:

WWF assigned us the task of crafting a visual narrative that spotlights the dire consequences of fossil fuel emissions. Our aim was to vividly convey the environmental impact and engage global audiences, urging them to act for a sustainable future.

Objectives:

- Innovatively communicate the critical need to eliminate fossil fuels.

- Increase global awareness about the severe effects of environmental neglect and the uncontrollable nature of emissions.

- Inspire action towards climate change, especially during COP28 negotiations, and influence international efforts to combat environmental issues at a crucial time.

"Up in Smoke" was shot entirely in camera. It was crafted using a blend of stop-motion animation and real smoke. We employed a full-colour 3D printing process to create over 700 unique poses of the main character. For the smoke effects, various types and viscosities of smoke were used, controlled through several techniques like shooting upside down and using transparent blocks to control the smoke.

"In this project the craft was a direct reflection of the issue we were trying to communicate. The absurd difficulty of trying to control smoke in combination with stop-motion, which notoriously requires control, reflected the uncontrollable and devastating nature of pollution in real life. We wanted the underlying message to inform the production design and overall look and feel of the film."

By leveraging the film in strategic advocacy efforts, including press conferences and social media campaigns, WWF effectively contributed to building momentum for change, making "Up in Smoke" a key asset in the fight for a sustainable future.

WWF used the video as a scene-setter to open its press conference - titled "COP28 state of play: outcome going up in smoke?" to help push for stronger action on the phase-out.

Online "Up in Smoke" amassed 7,800+ engagements across WWF's platforms.

Its poignant narrative not only highlighted the urgency of phasing out fossil fuels but also bolstered WWF's position as a creative leader in environmental advocacy.

The film played a critical role in the lead-up to the historic agreement reached at COP28, which marked a pivotal moment in international climate policy by emphasizing the need for drastic action against fossil fuel dependency.