Bafta runs film noir Tube campaign ahead of awards on Sunday
This article was first published on campaignlive.co.uk on 6th February. Story by Ed Owen.
Dubbed "the big reveal", the executions, created by Human After All are inspired by some of the nominated films. The spot has been filmed in an Art Deco and Film Noir-style, and were produced by the French illustrator Malika Favre.
The films featured are from the shortlist for Best Film. They are: Birdman; Boyhood; The Grand Budapest Hotel; The Imitation Game and The Theory of Everything.
The spots are running on Exterion’s sites on the London Underground network.
Amanda Berry, the chief executive at Bafta, said: "Once again, Human After All surpassed our original brief, delivering a campaign that perfectly distills the excitement around the awards while also capturing the essence of the remarkable films nominated."
The campaign's copywriter was Jonathan Crocker. The designers were Angus MacPherson and Evan Lelliott, and Lucia Dehez was the producer.
Paul Willoughby, the creative director, Human After All, said: "The Big Reveal is strongly influenced by film noir and golden-era photographs, which are modernised and reimagined.
"We wanted to capture Bafta’s timeless elegance in a moment that brings together retro-glamour and modern-classic style."
Work for the campaign will be mirrored by executions for the print portions on the night, including the envelopes containing the winning names.
Toby Weidmann, Bafta's print editor, said: "Human After All seems to have an innate understanding of what a client wants and the artistic nous to then implement it.
"Their spin on this year’s film awards – from the main campaign art to the minutiae of the invite envelopes – was seemingly effortless, and yet the result was both eye-poppingly beautiful and inordinately original."