Fire Without Smoke

Fire Without Smoke is a London-based creative and production studio specialising in marketing for video games and interactive entertainment. Founded in 2013, it combines creative strategy, gameplay capture, cinematic production, animation and visual identity work to develop campaigns for publishers and developers. Its work spans AAA releases and independent games, with additional capabilities in entertainment and esports presentation.

The studio produces trailers across a game's marketing cycle, including gameplay reveals, release-date announcements, story trailers and launch campaigns. Production services cover concepts, scripts, storyboards, in-engine capture, live-action filming, editing, sound mixing and mastering. Its animation capabilities include CGI, 3D and 2D production, alongside real-time cinematics created with Unreal Engine and proprietary game engines.

Campaigns across formats

Beyond moving-image production, Fire Without Smoke develops brand positioning, campaign messaging, go-to-market plans and creative toolkits. Its design work includes promotional key art, digital storefront assets, collector's edition packaging and outdoor advertising. Social video, short-form content, digital advertising and community reveal assets extend campaigns across different channels, while event collateral supports presentations and esports activity.

Its portfolio includes trailer work for Dune: Awakening, Star Wars Outlaws, Dead Island 2, Little Nightmares III and Kingdom Come: Deliverance II, as well as key art and branding for Life is Strange: Double Exposure. Earlier credits include Uncharted 4: A Thief's End, Assassin's Creed Syndicate and Battlefield 1.

Keywords Studios acquired Fire Without Smoke in 2018. In September 2026, it joined six sister agencies within FreeAnimal, the group's unified global games creative agency. Its public website redirects to the FreeAnimal portal, while the London production team continues its work within the collective. The former Canadian branch transitioned into the separate KWM operation in 2021, leaving London as Fire Without Smoke's direct operating base.