Campaign Overview
To coincide with COP28, WWF partnered with creative studio NOMINT to launch Up in Smoke, a stop-motion film that powerfully visualizes the dangers of continued fossil fuel use. Using a combination of handcrafted animation and real smoke, the film artfully portrays the devastating impact of continued fossil fuel use on both people and the planet.
As smoke consumes delicate paper-crafted worlds, the message becomes clear: if we continue to fuel the climate crisis, everything we care about risks going up in smoke. Launched during COP28, the campaign was designed to call for decisive climate action.
Outcomes & Results
Up in Smoke garnered widespread acclaim for its powerful storytelling and innovative use of real smoke in stop-motion animation.
The film was awarded Gold and Silver at the Cresta Awards, two Gold Arrows at the British Arrows, and a Gold at the Collision Awards.
Asset Types
- Social media posts
- Social media video (stories, reels, GIFs…)
Conditions of Reuse
The campaign concept and creative assets may be reused “as is” by other WWF offices with minimal modifications (url, logo, local copy). However, licensing restrictions apply for the soundtrack used. Please get in touch before using this campaign.
Get In Touch
For more information, reach out to WWF International’s Content & Creative Team at digital@wwfint.org