Art director Fred Hoffman has made a significant mark by becoming part of this year's BAFTA Breakthrough. Alongside his brother Henry, he co-founded the Norwich-based studio Newfangled Games, which released the delightful puzzler Paper Trail in May. This game has been received warmly, despite being a niche offering.

Discover the Journey of an Art Director in BAFTA Breakthrough

Studying at University of the Arts London

Fred Hoffman initially focused on illustration during his time at the University of the Arts London. He didn't envision a career in video games at first. "I was very, very focused on illustration," he recalls. "I didn't know that I was going to become a game designer."This initial focus on illustration set the stage for his later experiences in the video game industry. It shows how one's path can take unexpected turns.

The Impact of Helping His Brother with Indie Platformer Hue

After helping his brother with the indie platformer Hue, Fred's perspective changed significantly. "I was struggling with this realisation that it’s very hard to make people look at your art for more than five seconds," he recalls. The traditional illustration pipeline, where hours of work might only get a few likes on Instagram, didn't seem to have the same impact.But when working on Hue, he saw people spending hours playing the game and engaging with his artwork. This experience made him realize the power of video games in allowing people to immerse themselves in art for extended periods. It was a transformative moment that led him to pursue a career in game design.

Surprise at Paper Trail's Reception and Future Plans

Considering Paper Trail is a "quite a niche game," Fred was surprised by its warm reception. This success has spurred the studio on as they work on a secret new project. "We can’t talk about it, but the idea is to cautiously grow in scope and try and tell bigger, more ambitious stories with more ambitious mechanics," he says. "Think like Paper Trail, but more."The studio is now looking to build on the success of Paper Trail and take on more challenging projects. This shows their ambition and determination to grow in the industry.

Changing Landscape of UK Arts World

Historically, the UK arts world has been London-centric. However, from his perch in Norwich, Fred believes this is changing. "London is very expensive to live in," he says. "But a lot of genuinely very creative people aren't necessarily hugely wealthy, and therefore we’ve seen – especially after COVID – a really big exodus of talent from London. That’s why there’s so many great games hubs that aren’t based in London, like Dundee and Aberystwyth and Glasgow and Newcastle and Leeds – and now Norwich as well."This shift in the arts landscape presents opportunities for smaller cities and regions to thrive. It shows that talent can emerge from unexpected places and that the industry is becoming more diverse.Visit the BAFTA Breakthrough 2024 website for more information, and Paper Trail website to discover more on this innovative new indie game.