Terrifying scenes from the busy Ukrainian shopping centre shelled by Russian forces show the moment people dived into a nearby lake, fearing for their lives.
With around 1,000 people inside at the time of the explosions, President Volodymyr Zelensky has said it was "impossible to imagine" how many victims there would be in the end.
The death toll currently sits at 18, with dozens more injured.
The entire mall in Kremenchuk erupted into flames following the blast caused by two rockets on Monday, with teams launching a massive rescue operation for those trapped inside soon after.
Now, CCTV footage has emerged which captures the terror and devastation caused by the blast.
Cameras which appear to be stationed on a nearby park showed a man and a woman running around a lake, when suddenly the picture starts shaking and the couple flee.
The sunny area suddenly turns dark with shadow and debris begins raining for the sky.
The man dives into the lake for safety, while the woman sprints away from the direction of the shopping centre.
Other cameras stationed around the park show adults picking up children and running to safety, while flashes from the missile strike can be seen.
Russia has repeated allegations that the Kremenchuk horror was staged by Ukraine, possibly with Western help, to pressure NATO to speed up weapons supplies. This is the line they also took following the atrocities in Bucha.
Among those reported as missing in the devastation are Tatyana Brigadirenko, who worked at the Amstor shopping mall.
Her boyfriend Ihor Ivakhnenko is desperately searching for her.
Oksana Poshtarenko, born in 1992, was working at the household appliances store Comfy and has not been seen since.
Relatives of two more Comfy workers, Yuri Mikitenko and Daniil Sidorov, born in 1996, say they have been out of contact since the strike.
Konstantin Vozniy and Nikolay Krychkov are two further Comfy store workers who are also missing.
Another Amstor employee Sofia Vinnik, 21, was known to have been at work and has not been heard from since.
he has a tattoo reading ‘Balance’ on her hand.
Shopper Anna Vovnenko is also missing — her mother, with her at the mall, is now in hospital.
A message pleading for information about Anna says that she has a pierced nose.
The feared victims are not answering their mobile phones.
One sad message shows a picture but no name and says: “We are looking for mum, 50. She was at her workplace in Amstor. If anybody knows anything, please call….”
Alyona Velichko, 44, went to meet a friend at Amstor and is still missing, with relatives unable to get in touch.
Olga Pavlenko's daughter Sonya posted a message about her missing mum: "Friends, thank you for your support. I appreciate everyone. I will immediately share any information if we find mama. But please, do not ask me for news every half an hour.
“I understand you are worrying, but I am not made of steel. Thank you again."
US president Joe Biden condemned the attack, saying: “Russia's attack on civilians at a shopping mall is cruel. We stand in solidarity with the Ukrainian people.”
He Tweeted: “We could have turned a blind eye to Putin’s barbaric war against Ukraine and the price of gas wouldn’t have spiked the way it has, but America rose to the moment.
“We proudly stand with Ukraine.”
Regional governor Dmytro Lunin denounced the attack as a "war crime" and a "crime against humanity”.
It was a "cynical act of terror against the civilian population".
