‘Behind the BAFTA’: Big Zuu fronts major new campaign from BAFTA and Digital Cinema Media

    Author Mia Blakeney
  • 60” cinema ad, created by DCM Studios and narrated by double BAFTA-winner Big Zuu, showcases huge diversity of career pathways into the screen industries.
  • Premiering in UK cinemas from 19 August, the ad targets a 16-34 audience seeing this year’s most anticipated films including Nope, Don’t Worry Darling and Bullet Train.
  • A supporting campaign across BAFTA’s social platforms will highlight industry pathways and guidance for the next generation to take a first step into the industry.

BAFTA and Digital Cinema Media (DCM) have partnered on a major new cinema campaign to inspire and ignite the next generation of creative talent, by showcasing the diverse range of skills and knowledge that goes into making award-winning films, games and television – from writing to wardrobe, coding to camera-rigging, and special effects to sound.

The cornerstone of the campaign comprises a new national cinema-ad produced by DCM’s creative arm: DCM Studios. Narrated by double BAFTA-winner Big Zuu, the ad features actor Tom Hiddleston opening a BAFTA envelope to reveal an unidentified winner, with Big-Zuu asking the audience: “If it’s your name in that envelope, who do you thank?” Rare behind-the-scenes content and clips from iconic films including Skyfall, Get Out and 1917, celebrate cast and crew behind the camera to encourage budding creative talent to see themselves in a future screen industries role. It ends with the uplifting message: “There are a lot of people behind every BAFTA. You could be one of them.”

A supporting careers campaign led by BAFTA on its social and digital platforms will highlight free resources and guidance provided by the arts charity spanning mentoring, bursaries, networking opportunities, masterclasses and career development initiatives, to help talented people take their first step into the film, games and television industries.

The ad premieres on Friday 19 August across the UK, aimed at a broad, diverse audience, aged 16-34 – comprising over 50% of cinemagoers. It will run for seven weeks, appearing alongside films including Jordan Peele’s new movie, Nope, Olivia Wilde’s forthcoming thriller, Don’t Worry Darling and David Leitch’s new action comedy movie, Bullet Train featuring Brad Pitt.

Donna Mathews, Executive Director of PR and Communications at BAFTA, said: “Every year BAFTA celebrates the extraordinary creativity and skill of all those working in Film, Games and Television, whilst also providing learning and development opportunities to nurture the next generation of talent. This special collaboration with DCM brings this work together and invites audiences to look behind the famous mask to see a snapshot of the many and varied careers in the screen industries, and the huge wealth of talent and expertise behind every BAFTA. We are so grateful to double BAFTA winner Big Zuu for his support, and hope this celebratory call-to-action will encourage filmgoers to explore the learning resources BAFTA has to offer and inspire some BAFTA winners of the future too.”

Jeremy Kolesar, DCM Studios Creative Director, Digital Cinema Media, commented: "We’re thrilled to have worked with BAFTA on this campaign. The power of the cinema environment extends beyond the movie, offering an immersive unique space that drives engagement in the same way the power of BAFTA extends beyond the iconic BAFTA mask. We came up with the idea of looking behind the mask to deliver a unique brand narrative that celebrates and raises awareness of the role BAFTA plays within the UK arts scene, engaging new cinema audiences to discover ways they can get involved.”

BAFTA is celebrating its 75th anniversary as the world’s leading independent arts charity focused on championing creativity and opportunity in Film, Games and Television. Find out more about the initiatives and events aimed at inspiring and supporting talented individuals to build careers in the creative industries, regardless of their backgrounds, here.