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By Amy Houston, Senior Reporter

August 19, 2022 | 3 min read

The British Academy Film Awards (Bafta) is turning 75, and to celebrate the milestone the organization has launched a campaign in the hopes of inspiring the winners of tomorrow.

‘Behind the Bafta’ is a cinema campaign that stars rapper Big Zuu and showcases the diversity of career pathways into the industry, focusing on the range of skills and knowledge that goes into making award-winning films, games and television.

Produced by DCM’s creative arm DCM Studios, the spot also features actor Tom Hiddleston opening a Bafta envelope to reveal a 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 such as Skyfall, Get Out and 1917 celebrate the cast and crew behind the camera to encourage budding talent to see their own potential. It ends with the uplifting message: “There are a lot of people behind every Bafta. You could be one of them.”

“Every year Bafta celebrates the extraordinary creativity and skill of all those working in film, games and television, while also providing learning and development opportunities to nurture the next generation of talent,” said Donna Mathews, executive director of PR and communications at Bafta.

“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.”

The campaign will run for seven weeks and also include free resources on Bafta’s digital channels that will highlight networking opportunities, mentoring, bursaries, masterclasses and career development initiatives.

“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,” added Jeremy Kolesar, creative director at DCM Studios.

“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.”

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