Kia returns to Budapest for UEFA Partnership
Budapest’s Flatpack provided production services for the Kia / UEFA Partnership from Innocean and Sydney/Seoul-based production company Calltime.
The spot is a follow up to Kia Motor's 2018 UEFA Europa League partnership that was a tribute to dedicated football fans, which also shot in Budapest. In the new ad, commitment to the sport is shown in a variety of settings, like an older man surrounded by memorabilia to a baby holding holding its first ever football.
Finishing with a crowd scene in a packed stadium, the production used a myriad of locations ranging from a secluded 1900s housing estate and a barbershop. Director Kyu Ha Kim reunited with Hungary’s Flatpack for the shoot, and specifically requested Art Director Tünde Csáki to work on the shoot. Csáki sourced hand-picked objects from sports museums and vintage stores to meet the clients meticulous demands.
Shot entirely in Budapest, local production service company Flatpack met a number of challenges head on. Most notably, this summer saw 70% of Budapest municipalities halt the issuing of film permits to reduce the number of film crews and parking restrictions in the popular city. With restricted shooting locations to work with, the team relied on more mobile alternatives such as handheld cameras and steady cameras, unable to set up a base for the shoot or use lights, stands or frames.
Owner and Executive Producer at Flatpack Zita Kisgergely said: “Our key considerations were maintaining strict attention to detail and staying true to the creative vision, despite the numerous external production challenges. We used our insider knowledge of the area to provide a number of prime locations that offered solutions to the filming issues, whether this was finding appropriate spaces for the latest Kia models to drive, to operating the Russian Arm with limited space on the shoot”.
One instance of permitting restrictions meant that a permit could not be issued for the area around the barbershop, a place the creative team “fell in love with”. To overcome this, the scene was shot from a car lane, through a window and into the shop with all equipment made as mobile as possible for easy transportation. Director of Photography, Chun Byun “was extremely flexible in the face of this challenge, shooting the scene with a handheld camera whilst maintaining a sleek style” says Kisgergely.
Moreover, due to the success of Budapest local football teams the city's stadiums are in high demand. One team booked the intended stadium before the contract to shoot there was signed for the shoot. In place, one of the city's brand new sports facility, the Illovsky Rudolf Stadium, hosted the shoot.
Client: Kia Motors
Client: Sae Gyul Yoon
Creative Agency: Innocean Worldwide
Creative Director: Young Ho Hwang
Account Executive: Dae Geon Ko
Production Company: Planit / Calltime
Executive Producer: Sung Won Jung
Producer: Chi Yoon Kim
Director: Kyu Ha Kim
Director of Photography: In Chun Byun
1st Assistant Director: Ji Woong Kim
2nd Assistant Director: Min Kyoung Song
Calltime Executive Producer: Min Kang
Calltime Producer: Aaron Yoon
Production Service Company: Flatpack
Service Producer: Zita Kisgergely
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