Progressive Productions

Production Services in Hungary & Austria

Case Overview – Project headline and key visual

European Commission

Advertising Photography

An image from the photoshoot for the European Commission showing a young woman listening to classical Hungarian music while resting at home.
Campaign image from the European Commission photoshoot, showing an intimate everyday moment connected to listening to classical music at home. This page is a case study of the Hungarian contribution to the European Year of Cultural Heritage campaign, featuring two key visual images, cultural heritage campaign films, location case studies, production challenges, and project highlights.

Credits

  • Client:

    European Commission

  • Genre:

    Public Awareness Campaign Photography

  • Photographer:

    Elisabeth Verwaest

  • Director of Photography:

    Sam Ostyn

  • Production Company:

    Bounce Rocks

  • Local Production:

    Progressive Productions

  • We Provided:

    Production,  Location & Casting Services

  • Production Country:

    Hungary

  • Production City:

    Budapest, Szentendre

Campaign Context – Cultural Heritage Initiative Framework

In the autumn of 2017, we were able to take part in a campaign made for a truly noble cause. The European Commission declared 2018 The European Year of Cultural Heritage, which aims to promote discovering and celebrating the diversity of Europe’s cultural heritage. In order to promote this initiative, the European Commission worked on a photography series and campaign films in collaboration with various countries. The shoots capture stories in which the given country’s culture has an important role.

Case Media – Cultural Heritage Key Visual

Campaign banner from a photoshoot for the European Commission showing a young woman and an elderly woman creating traditional Hungarian embroidery together at a sewing table.

Case Overview – Local Production Scope & Deliverables

The Belgian company Bounce Rocks got in touch with us for the production of the Hungarian part of the project. In addition to production support, we supplied locations and talent for the production. We photographed two independent scenes, one about the world-famous Kalocsai embroidery and the other one which features Vivaldi’s most famous composition the Four Seasons.

Case Media – Video Shoot Behind-the-Scenes

Camera crew filming the video ad during the photoshoot for the European Commission heritage campaign, focused on traditional embroidery work with a sewing machine and embroidered textiles.
The entire crew was excited to gain insight into the process and to witness and capture it firsthand.

Case Highlight – Living Cultural Heritage Story

We were thrilled that the decision was made to present Kalocsai embroidery, which thanks to the campaign, others will be able to get to know one of our nation’s most significant folk-art treasures. In the scene an elderly lady embroiderer introduces the secrets of making Kalocsai embroidery to a young rockabilly-style woman. The embroiderer - who people just call auntie Vera  - is a true folk art master in real life as well, and has been embroidering and painting the Kalocsai motifs for the last sixty years, keeping its tradition alive. In the photographs and footage we can see auntie Vera’s own embroideries, the beauty of which enchanted the entire crew. It was an exceptional experience getting to know one of the greatest masters of the Kalocsai tradition. Also, the photo shoot gave us an opportunity to gain insight into the process of creating these embroideries.

Case Media – Cultural Heritage Campaign Film (Video)

EMBROIDERYAD FILM

Location Case Study – Authentic Folk Heritage Environment

The photographs were shot in an authentic house located in the Hungarian Open Air Museum in Szentendre, which is only half an hour’s drive from Budapest. This museum is home to the country’s largest outdoor collection, which presents the Carpathian Basin’s folk art and architecture, as well as its village communities’ home culture and lifestyle. Thanks to this location the campaign not only depicts an authentic representation of Kalocsai folk art, but also shows its authentic environment.

Case Media – Cultural Heritage Music Key Visual

Campaign banner from a photoshoot for the European Commission showing a young woman listening to classical Hungarian music while resting at home.

Production Challenge – Working with Animal Talent

The location for the other scene was an elegant and cosy villa in Budapest. The photographs portray a young woman sitting on her sofa who listens to Vivaldi on her mobile phone in the company of her cat. Working with animals is always a big challenge, which is why it was key to find a suitable cat, which can be instructed and is perfectly calm and photogenic as well. We were sent countless applications from cat owners in response to our open call. The one we finally chose is a therapy cat who was unbelievably calm throughout the bustling shoot.

Case Media – Cultural Heritage Music Campaign Film (Video)

MUSICAD FILM

Case Highlight – Cultural Heritage Campaign Impact

We are proud to have been able to work on such a noble campaign as this one aiming to preserve and popularize European cultural heritage.

We are always ready to make your project happen!
Don’t hesitate to contact us at
info@progressiveproductions.eu

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