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WWF “Up in Smoke” 2024

WWF “Up in Smoke” (2024) is a WWF commercial directed by Yannis Konstantinidis for NOMINT, produced by NOMINT. It won 25 awards, including D&AD 2024 Animation: Traditional Yellow Pencil, One Show 2024 Gold Pencil — Moving Image Craft & Production and Clio 2024 Gold — Film Craft / Animation.

A young girl navigates a world ravaged by climate change, experiencing wildfires, floods, and droughts, culminating in a stark call to action against fossil fuels.

Video: NOMINT on Vimeo

Shot by shot

  1. A wide shot of multiple industrial smokestacks emitting thick smoke, with small fires burning on top of some of them, creating a hazy, dark atmosphere.© WWF0:00
  2. A dark, ominous house is barely visible through thick, grey fog, creating a mysterious and unsettling atmosphere.© WWF0:10
  3. A dark, silhouetted house stands ominously in a thick, grey fog, creating a mysterious and unsettling atmosphere.© WWF0:10
  4. A dark, ominous, house-like structure is barely visible through thick, grey fog, creating a mysterious and unsettling atmosphere.© WWF0:11
  5. A child's silhouette is cast on a wall as a miniature house model is engulfed in smoke, then lifted by an unseen force.© WWF0:18
  6. A silhouetted paper house model disintegrates into smoke and dust, with a blurred human figure in the foreground, against a dark, smoky background.© WWF0:21
  7. A person in light clothing is seen through a thick, smoky haze, appearing to float or fall in a dark, ambiguous space.© WWF0:29
  8. A person in light clothing falls through a dark, smoky void, with a bright light source at the bottom of the frame.© WWF0:32
  9. A wide shot shows a dark, smoky landscape with a faint light source on the left, creating a mysterious and ominous atmosphere.© WWF0:33
  10. A lone, silhouetted figure is seen from a high angle, struggling to climb a dark, smoky wall in a mysterious, foggy environment.© WWF1:05
  11. A dark, blurry, abstract shot with a faint light source on the left and a dark shape on the right.© WWF1:06
  12. A dark, silhouetted figure is barely visible through thick, grey smoke, moving from right to left in an ominous, hazy environment.© WWF1:07

Stills © WWF. Made by NOMINT, NOMINT and Yannis Konstantinidis.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A child's journey through climate change's devastating effects, using stop-motion and live-action.

child's perspectivedystopian landscapeenvironmental destructionsymbolic journeycall to actioncontrast of innocence and devastation

The cut

Length
102 s
Shots
38
Average shot
2.7 s
Format
mixed

What creatives use WWF “Up in Smoke” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of WWF “Up in Smoke”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A wide shot of multiple industrial smokestacks emitting thick smoke, with small fires burning on top of some of them, creating a hazy, dark atmosphere.© WWFA dark, ominous house is barely visible through thick, grey fog, creating a mysterious and unsettling atmosphere.© WWFA dark, silhouetted house stands ominously in a thick, grey fog, creating a mysterious and unsettling atmosphere.© WWFA dark, ominous, house-like structure is barely visible through thick, grey fog, creating a mysterious and unsettling atmosphere.© WWF
    Frames from WWF “Up in Smoke”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of WWF “Up in Smoke” in order, with its length, framing and what happens in it.

    A wide shot of multiple industrial smokestacks emitting thick smoke, with small fires burning on top of some of them, creating a hazy, dark atmosphere.© WWFA dark, ominous house is barely visible through thick, grey fog, creating a mysterious and unsettling atmosphere.© WWFA dark, silhouetted house stands ominously in a thick, grey fog, creating a mysterious and unsettling atmosphere.© WWFA dark, ominous, house-like structure is barely visible through thick, grey fog, creating a mysterious and unsettling atmosphere.© WWFA child's silhouette is cast on a wall as a miniature house model is engulfed in smoke, then lifted by an unseen force.© WWFA silhouetted paper house model disintegrates into smoke and dust, with a blurred human figure in the foreground, against a dark, smoky background.© WWF
    Length: 102 s · Shots: 38 · Average shot: 2.7 s · Format: mixed

  3. 03Ad ideas: every spot built on a child's perspective

    Before you present an idea, you need to know who has done it, and how.

    WWF “Up in Smoke” is built on a child's perspective. Search the library by idea to see every spot that uses it.

    Whisper “Keep Girls in School”© WhisperChildline “It Follows Me Around”© ChildlineEmbassy Suites Hotels “Austin”© Embassy Suites HotelsSuncorp “The Tale of Two Queenslands”© Suncorp
    Whisper · Childline · Embassy Suites Hotels · Suncorp

More commercials by Yannis Konstantinidis

Award-winning public service & ngo commercials

  • Fire and Emergency New Zealand "You’re Cooked" (2024) commercial still© Fire and Emergency New ZealandFire and Emergency New Zealand “You’re Cooked” 2024Motion SicknessEffie Awards Grand Prix 2024
  • truth "Depression Stick" (2023) commercial still© truthtruth “Depression Stick” 2023Mojo SupermarketEffie Awards Grand Prix 2023
  • New Zealand Government "Unite Against COVID-19" (2022) commercial still© New Zealand GovernmentNew Zealand Government “Unite Against COVID-19” 2022Clemenger BBDOEffie Awards Grand Prix 2022
  • OCEDEL "Firefly Man" (2016) commercial still© OCEDELOCEDEL “Firefly Man” 2016Dir. Wataru Sato · DRILLAdFest Grand Prix 2016
  • Childline "It Follows Me Around" (2013) commercial still© ChildlineChildline “It Follows Me Around” 2013Dir. Ben Liam JonesLondon International Awards Grand Prix 2013
  • Epuron / German Ministry for the Environment "Power Of Wind" (2008) commercial still© Epuron / German Ministry for the EnvironmentEpuron / German Ministry for the Environment “Power Of Wind” 2008Dir. The Vikings · Nordpol+Eurobest Grand Prix 2007

Questions

Who directed the WWF “Up in Smoke” commercial?

Yannis Konstantinidis directed it, produced by NOMINT, for the agency NOMINT.

Which agency made WWF “Up in Smoke”?

NOMINT created it for WWF (2024).

What awards did WWF “Up in Smoke” win?

25 awards, including D&AD 2024 Animation: Traditional Yellow Pencil, D&AD 2024 Yellow Pencil — Animation / Traditional, One Show 2024 Gold Pencil — Moving Image Craft & Production and Clio 2024 Gold — Film Craft / Animation.

Sources for the credits and awards

dandad.orgbritisharrows.comclios.comclios.comoneclub.org2024.liaentries.comaicpawards.comoneclub.orgoneclub.orgoneclub.orgoneclub.orgoneclub.org