WWF

WWF Motion & Visual for Endangered Wildlife

This project is a visual and motion-led awareness campaign highlighting the rapid decline of endangered wildlife populations.
The campaign combines motion graphics and static advertising visuals, including billboard-style executions, using a unified visual language and bold typography to communicate the message clearly across different formats.

Concept

The core idea is built around time and population loss.
In the motion pieces, the year counter moves forward from 1950 to the present day, while the animal population number is shown in reverse, revealing how the population has decreased across different years. As the timeline progresses, fewer animals remain on screen, turning historical data into a clear visual story of decline.
The same concept carries into the static visuals, where illustration and typography deliver the message instantly, making the campaign suitable for large-scale outdoor advertising.

Visual & Execution

Each animal is placed within a simplified environment inspired by its natural habitat, using restrained colour palettes and minimal detail to keep the focus on the message. Large typographic numbers are integrated directly into the compositions, reinforcing the relationship between time, population, and loss.
Motion plays a key role in the project, with carefully crafted walking cycles and subtle parallax depth adding realism and continuity, while the static visuals retain the same visual structure to ensure consistency across formats.

Outcome

The result is a cohesive campaign that transforms environmental data into a clear visual narrative through motion, illustration, and typography, adaptable for digital and outdoor awareness campaigns.