WWF Lion Appeal
For World Wildlife Fund UK's 2025 Spring Appeal, I produced a powerful two-minute video to drive home the urgent reality of Africa's declining lion populations - now half of what they were just 30 years ago. The brief was to create a visually striking narrative that would not only raise awareness but inspire action.
To convey what's at stake, I used dynamic 50/50 split screens to illustrate the contrast between previous lion populations and their rapid decline, reinforcing the devastating consequences if numbers continue to fall at the same rate. Motion graphics were carefully designed to highlight key statistics, while zoom effects were strategically applied to emphasise the shrinking landscapes lions depend on.
One of the most poignant moments in the video features a disappearing effect, where lion cubs gradually fade from the screen - an emotive visual representation of what the future could hold if urgent action isn't taken. Blending field footage with meticulously curated stock visuals, the video paints a stark and urgent picture of their plight.
The result is a compelling call-to-action: by supporting WWF's vital work - monitoring lion populations, restoring habitats and tackling poaching - viewers have the opportunity to help shape a future where these majestic creatures continue to roam in the wild.
The soundtrack reinforces this journey, with a melancholy opening - its ticking rhythm evoking the passage of time - before transitioning into an uplifting melody that instils a sense of hope and possibility for these big cats.
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