To inspire creative talent to pursue a career in cinema, Digital Cinema Media (DCM) and BAFTA have launched a new campaign titled, ‘Follow Your Spark’.

The campaign is designed to highlight the career opportunities available in cinema to encourage young people to explore screen roles. The campaign video centers around the idea of ‘finding your creative spark’ and is fronted by award-winning actor Micheal Ward whose voice over reinforces this concept, saying ‘it’s the exact moment you unlock your true passion’.

The campaign video has been created for the big screen by DCM’s creative arm, DCM Studios and independent production company, Common People Films (CMN PPL). It features three different stories inspired by some of the young people BAFTA has supported to unlock their creative potential.

The film uses the three individual stories to showcase the range of free resources and programmes on offer from BAFTA year-round. The first story is of a young person called Nathalie, who watches the EE BAFTA Film Awards at home with her family. Feeling inspired, she finds a free BAFTA Guru masterclass on her phone and then goes on to experiment with different lighting techniques with her phone.

The second story is Sophie’s, who is an emerging games developer. Whilst working on her project she suffers from creative block, but receives a call from her BAFTA mentor who helps her find inspiration and complete the game. Finally the film shows Joshua, an aspiring hair stylist. With the help of a BAFTA Bursary he is able to take a hairstyling course which eventually leads him to a career styling on sets. 

This campaign was created by director Jeaniq Amihyia and highlights the ways that BAFTA can help develop a screen related career. The campaign frontman Josh Ward won the EE BAFTA Film Awards’ EE Rising Star Award in 2020, and has since gone on to appear in Steve McQueen’s Small Axe series, Top Boy, and Sam Mendes’ Empire of Light.

Amihyia, Director and Photographer, is Founder of The Starting Seven, a community-based production studio in London prioritizes working with young creatives regardless of race, gender or sexual orientation.

“I wanted to create a film that sheds light on those who often don't receive the help and support they should, while also showing that sometimes even the smallest spark is enough to motivate someone to chase their dreams – to make sure we convey that no matter where you are based, your sex, and what your skin colour is, everyone deserves a shot to let their spark manifest.” says Director Jeaniq Amihyia.

Several alumni of BAFTA’s Prince William Bursary, scholarship and talent programmes also helped to make the campaign, including Camera Assistant Ada Urbaniak and Production Assistant Reece Grant (both 2022 bursary recipients), Lighting Assistant Marta Vitola (BFI Film x BAFTA Academy Alumni programme participant), and Hair & Makeup Assistant Tale Imevbore (BAFTA Scholarship 2023 recipient). 

‘Follow Your Spark’ is the second collaboration between BAFTA and DCM following last year’s ‘Behind Every Bafta’ cinema campaign. It rolls out in cinemas across the UK from today until 17 January 2024, and is found on YouTube @BAFTA here.

The film captures the joy and creative inspiration that a screen career can spark and by utilising talent who have made use of BAFTA resources audiences are shown the impact of the organisation first hand.