WWF: Tipping Points

About seven years ago, fuelled by a combination of eco-anxiety, anger toward the capitalist system, and frustration with government leaders' lack of action, I created a folder on my laptop titled '100% for the planet'.

I vowed from that moment onwards, I would try my best to land environmental-related projects that could only sit within that folder.

Many proposals were rejected. Many projects were unpaid.

But after years of chipping away, I finally got to the point where all of my work enquiries revolved around bridging the gap between conservation science and public understanding through my design and illustration communication skills.

Last week, WWF released the Living Planet Report.

Published every two years, it is one of the largest global scientific studies that tracks wildlife populations to highlight biodiversity trends and human impacts on ecosystems.

I feel honoured to have been approached by Playing Field Agency to create the illustrations and storyboards for the supporting animation, which highlights the key messages of the report.

I’ve been wondering what my twenty-something self, setting up the ‘100% folder,’ would have thought if they had known I’d be working on this project.

On one hand, I’d be so incredibly proud to know that I’ve contributed my creative skills to such a vital international campaign. But on the other hand, the stats would hit like a punch in the gut.

Average wildlife population sizes have declined by a staggering 73% over the past fifty years.

Seventy-three per cent.

Here is a selection of illustrations created for the campaign storyboard—part of a behind-the-scenes look at the process.

Taking creative direction from Playing Field, the concept of tipping points shaped the visual narrative: illustrations rotate, tip, or shift when planetary boundaries are pushed, a thread that runs fluidly through the animated frames. Some of these illustrations didn’t make the final cut, but they remain an important part of the creative development.

We are living in a critical time when humanity has never needed to pull together. But somehow, we’ve managed to become collectively more polarised than ever—waging wars, spreading hate, and fueling misinformation about what is and isn't real, including the climate crisis.

I often try to stay optimistic in the face of these overwhelming facts. But sometimes we need to confront the reality of a situation and allow ourselves to feel its full weight, rather than suppress, distract, or ignore it. Only then can we begin to transform those feelings into meaningful, compassionate action.

I’ve also learned the hard way that to avoid burnout, it’s essential to nourish ourselves both mentally and physically in order to sustain our work.

For me, this means spending time in nature, creative writing, staying active, and connecting with a community. And I’m fortunate to have just returned from a foraging adventure with my family, which offered all of the above.