all eyes on the red carpet at the EE British Academy Film Awards, Bluman Associates collaborated with West Design and Production to produce an elegant, sophisticated visual experience for the red carpet, enticing both guests and viewers, while representing both BAFTA and its headline sponsor EE.

Produced by Lucy Smail, the design for the globally broadcast event had to balance between being both beautiful, and corporate.

The red carpet included 17, lightweight, translucent screens, strategically placed in front of the venue. Using pre-visualisation software After Effects and Cinema 4D, the content was created to be viewed from specific angles, yet still worked in abstract. The use of this tool was important for both the perspective mapping design, and the client, who was able to view and approve the branding after seeing the end results in action.

Also challenging were the restrictions that had to be adhered to, working with a predominant brand like EE. There are very specific parameters around the use of their logo and what Bluman was able to do to turn the visuals from a static logo, to something subtle, stylish and worthy of the red carpet. Unable to use the logo in multiple iterations, Bluman had to get creative with focus and movement.

The iconic BAFTA mask was also used in the content. This time playing with movement and scale, the team created an ambient animation of the high definition mask traversing the 3D space, across the 17 screens. The result was coherent and dignified, and in keeping with the nature of the event.

‘The design workflow was actually the most interesting part of this project for us’ explains Pod Bluman ‘We needed to utilise several software programs to complete the different stages of the pre-visualisation. However, it worked very well. We were able to use the software for both the design and the client approval process, which was complicated, yet very powerful’.