Kia films in Budapest for UEFA Europa League ad

Korean production company Reelbase/Itchy & Scratch Pictures filmed Budapest as different European locations to mark Kia’s new sponsorship deal with the UEFA Europa League.

Korean production company Reelbase/Itchy & Scratch Pictures filmed Budapest as different European locations to mark Kia’s new three-year sponsorship deal with the UEFA Europa League football competition.

The 60-second spot follows European football fans in cities in Germany and the UK as they rally together to support their teams, while the players take to the pitch in a packed stadium.

Kia films in Budapest for UEFA Europa League ad
Kia in Budapest

Romania was considered as a filming location, but the production company had worked with Budapest-based service company Flatpack Films before and their pre-existing relationship helped steer the shoot to Hungary.

“This project required different city looks and Budapest has an impressive variety of locations,” says Zita Kisgergely, executive producer and owner of Flatpack Films.

“As well as the local Hungarian look, it can also double for almost anywhere – Paris, London, New York, Madrid and Moscow. With a bit of set dressing, Budapest can offer the desired look on a very competitive art budget.”

The spot’s stadium moments were in fact a last-minute creative decision and an appropriate location had to be found in a matter of hours. Groupama Arena, a multi-purpose venue with a capacity of just under 23,700, was quickly secured by Flatpack for the shoot as the company had previous experience of filming there.

Kia films in Budapest for UEFA Europa League ad
Kia in Budapest

Korean production company Reelbase/Itchy & Scratch Pictures filmed Budapest as different European locations to mark Kia’s new three-year sponsorship deal with the UEFA Europa League football competition.

The 60-second spot follows European football fans in cities in Germany and the UK as they rally together to support their teams, while the players take to the pitch in a packed stadium.

Romania was considered as a filming location, but the production company had worked with Budapest-based service company Flatpack Films before and their pre-existing relationship helped steer the shoot to Hungary.

“This project required different city looks and Budapest has an impressive variety of locations,” says Zita Kisgergely, executive producer and owner of Flatpack Films.

“As well as the local Hungarian look, it can also double for almost anywhere – Paris, London, New York, Madrid and Moscow. With a bit of set dressing, Budapest can offer the desired look on a very competitive art budget.”

The spot’s stadium moments were in fact a last-minute creative decision and an appropriate location had to be found in a matter of hours. Groupama Arena, a multi-purpose venue with a capacity of just under 23,700, was quickly secured by Flatpack for the shoot as the company had previous experience of filming there.

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