A parkour artist runs from air pollution in the UN's interactive climate change ad

The Global Goals campaign uses YouTube's sequential storytelling format

Published On
Sep 04, 2020

Editor's Pick

A new online campaign from the UN's Global Goals uses YouTube's sequential storytelling format to highlight what happens if you ignore air pollution. 

The series of films, viewable on YouTube here, stars parkour artist Georgia Munroe running from a threatening purple fog, representing air pollution. But the story unfolds based on if the viewer "skips" or watches. If they skip, the heroine will meet danger and uncertainty, but if they watch the film she finally finds air to breathe. The message of the campaign is: “You can run from air pollution, but you can’t hide.” 

The film was created by AMV BBDO and Grain Media, with directio by Rubika Shah, whose work includes the documentary "White Riot."

"We wanted to build a bold new world, a slightly dystopian place, which would appeal to younger (20s and 30s) audiences without being cliched," says Shah. 

The campaign was commissioned by the UN to raise awareness of UN Sustainability Goal 13: Climate Action.


Sep 04, 2020
Client :
UN Global Goals
Agency :
Producer :
Matt Wenham
Executive Producer :
Chloe Leland
Production Manager :
Olivia Ballard
Director of Photography :
Richard Jephcote
AC :
Juan Minotta
Sound Recordist :
Francesco Corrazi
VFX Project Supervisor :
Alex Grey
VFX Producer :
Semley Wilkinson
VFX Producer :
Helen Tang
Special Effects :
Special Effects expert :
Ritchie Beacham-Paterson
Special Effects expert :
Ryan Crew
Special Effects expert :
Josh Seatherton
Makeup Artist :
Nikki Palmer
Coordinator :
Sarah Wildlash
Runner :
Vidhu Matety
Runner :
Deshawn Hillman
Untold Studios
VFX Artist :
Alex Grey
Telecine :
The Mill
DI Colorist :
James Bandford
Color Producer :
Charlie Morris
Color Producer :
Chris Morris
Music by :
Aisling Brouwer
Sound Design :
Harry Timson
Head of Production :
Adam Mitchenall
Head of Post Production For Grain Media :
Amelia Franklin
Production Manager :
Caroline Lai
Creative Director :
Toby Allen
Creative Director :
Jim Hilson
Creative :
Ben Polkinghorne
Creative :
Scott Kelly
Board Account Director :
Jessica Harvey
Creative Producer :
Anita Sasdy

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