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United Nations

'Fight Back'

explore project

‘Fight Back’ is an interactive online campaign aimed at creating awareness and driving action on climate change. The campaign is part of a creative partnership between The United Nations, YouTube and Tribeca Studios to address the UN’s Sustainable Development Goals. Content is delivered to viewers on YouTube as ad-sequence storytelling.

Project Breakdown 

Our client, Grain Media, engaged us to provide atmospheric effects for ‘Fight Back’.

Professional parkour artist, Georgia Munroe, features in a series of short videos set in a big city under a hazy fog of air pollution, represented by purple smoke effects.

The outcome of the narrative depends on the viewer’s choices – a skip takes her to danger and uncertainty, while a view results in her finding air to breathe and a voice to demand action.

Artem created purple smoke effects to represent the polluted air, using custom rigs, smoke grenades and rigged exhaust pipes for safe, controllable effects. Coloured smoke is a pyrotechnic effect but some smoke machine effects were also 'cheated' on set with use of lighting.

Testing and preparation took place in Artem’s West London backlot facilities prior to an energentic two-day location shoot attended by Artem technicians.

Fight Back Campaign

Pyrotechnic Purple Smoke Effects

Shooting into Purple Smoke Grenades

Rigged Exhaust Pipe - Pyrotechnic Smoke

User Journey

1 / 5

The Artem team went above and beyond to find practical solutions to our SFX brief that worked on our budget. We loved working with them throughout the process and couldn’t have done it without them on board.

Matt Wenham

Senior Producer

1 / 7

‘Fight Back’, which went live in September 2020, was produced by Matt Wenham and directed by Rubika Shah (White Riot) through Grain Media for AMV BBDO.

See the campaign here.

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