FORMAT.LDN was invited by BAFTA to reimagine the ceremony and broadcast graphics for the 2013 BAFTA Television Craft Awards, creating a visual identity that celebrated the disciplines behind the screen as much as the finished work itself.
Developed in close collaboration with the BAFTA team, the concept centred on reconstructing the iconic BAFTA mask from a wide range of symbolic objects drawn from the world of television and broadcast. Using high-resolution 3D scan data from an earlier project as the foundation, we modelled an extensive library of industry-specific elements — including cameras, lighting equipment, props, costumes, make-up, paint cans and DVDs — each representing the many crafts involved in bringing television to life.
These components were assembled into a fully formed BAFTA mask composed of more than one million individual elements, before being set into motion through a slow, cinematic sequence in which the structure breaks apart into a dense and dramatic cascade. The animation was designed to feel both intricate and monumental, reflecting the scale, complexity and collaboration at the heart of television production.
Supported by a carefully developed sound treatment, the final piece became a rich audiovisual tribute to the unseen creative labour behind the industry — an identity built not just around the BAFTA mask itself, but around everything it represents.
FORMAT.LDN created the post-production VFX for Manga & Wiley ft. Lilly McKenzie’s Time, built around a concept that treated the entire video as a functioning flip clock.
From the outset, the idea was to use the mechanics of the clock itself as both structure and transition device. Rather than displaying numbers, each frame of the clock was filled with live-action footage, turning the flip movement into the edit and allowing the video to progress as one continuous sequence. This gave the piece a strong formal idea from the start, where concept, motion and editorial rhythm were all driven by the same visual system.
The execution was highly detailed, with more than 350 individual shots composited into the clock structure. The result was a tightly constructed promo where VFX and edit were inseparable, creating a seamless visual flow built entirely around timing, movement and repetition.
FORMAT.LDN reimagined the BAFTA identity for broadcast, social and digital platforms, creating a refined motion system designed to introduce and close content across the organisation’s growing range of screen-based applications.
The intention was not to overwhelm the existing identity, but to reveal it with restraint, allowing the BAFTA mask to emerge gradually through light, texture and controlled movement. The process began with a detailed 3D scan of the physical mask, capturing the form, imperfections and surface character of the original object with precision.
From there, we developed its materiality, lighting and on-screen presence, carefully refining each element to create a treatment that felt cinematic, contemporary and unmistakably BAFTA. Subtle shifts in illumination and perspective revealed the mask over time, balancing drama with the confidence and restraint associated with the wider brand.
Once the visual language had been established, the mask was animated through a series of considered movements that could adapt across multiple durations, aspect ratios and formats. The resulting system included long- and short-form idents for BAFTA Productions, alongside a broader BAFTA master ident for use across broadcast, social and online content.
The project created a cohesive and flexible motion identity that translated the BAFTA brand across digital and broadcast environments with clarity, elegance and presence. Several years after its launch, the work continues to be used by BAFTA in a variety of forms, demonstrating the longevity and adaptability of the original system.
The identity was also featured by Creative Review, Computer Arts and Creative Bloq.
BAFTA once again commissioned FORMAT.LDN to design the graphics for the annual Film Awards cinematic trailer.
Created as part of a staggered national marketing campaign, the trailer was designed to build awareness of the BAFTA Film Awards, generate anticipation around the upcoming ceremony and support the wider broadcast campaign.
The work also helped reinforce BAFTA’s long-standing commitment to film and the arts, using a polished graphic treatment to bring clarity, prestige and momentum to the trailer.
FORMAT.LDN developed the identity for the 2011 BAFTA Brits to Watch event in Los Angeles, created to celebrate emerging British talent on an international stage. Drawing from the print design by Magpie Studio, the aim was to extend the existing visual language into motion while retaining its elegance and sense of occasion.
At the centre of the package was a 3D BAFTA mask, which became the basis for a series of refined animated stings used to introduce each talent category throughout the event. Designed to feel subtle and cinematic, the motion language was built to support the prestige of the evening without overwhelming the wider identity.
Alongside the stings, we created a suite of complementary lower thirds and in-package graphics, ensuring a cohesive visual system across the full event package. The result was a restrained but distinctive screen identity that carried the BAFTA brand with clarity, polish and presence.
FORMAT.LDN acted as both art director and VFX supervisor on this special cinema promo for the 2011 BAFTA Film Awards, produced by Special Treats.
Our role focused on the visual treatment and handling of the iconic BAFTA mask, providing on-set direction across the celebrity shoots and the dedicated mask shoot. We worked closely with the production team to ensure the mask was captured with the right sense of presence, prestige and cinematic detail.
Following the shoot, we completed the colour correction and created a series of in-promo graphics to support the edit, bringing a polished and cohesive finish to the final cinema spot.