Written by new-contact on Jan 28, 2010. Posted in Production News

ATG horse advert shoots in Valencia

Valencia has a glamorous image, good weather and a film-friendly environment which recently pulled in a commercial shoot for Swedish horse-racing firm ATG.

Know Your Horses shows horses taking part in everyday city life as equals to humans as they take the train, enjoy a rowing trip on a park lake, enjoy a drive around the city and go to fashionable parties.

Anders Gernandt, a producer with production company The Producers Sweden, said: “Valencia is film-friendly and it is easy to close streets and make deals with local crews.”

Ikka Norberg, an account executive with Swedish advertising agency Akestrom Holst, said: “Valencia is not as busy as other Spanish cities and has good weather. It’s a small city, it’s easy to get around and there’s good local support.”

Two weeks of meetings with city authorities helped secure the central train station for a scene involving horses leaving the carriages like regular commuters.

The production had no trouble filming with horses in the city, while shots such as a horse enjoying a boating ride were filmed against a green-screen and added later alongside the human actors.

Ben Lohmer, of production services company Sur-Film, said: “The city has old and new towns and could be used to double for places like New York and northern Europe.”

Ms Norberg revealed that street signs were removed in post-production as ATG wanted the city to be anonymous, but cars were fitted with Swedish number plates to suggest a Scandinavian bias.

Credits
Client: ATG
Agency: Akestrom Holst
Production Company: The Producers Sweden
Production Service Company: Sur-Film
Producer: Anders Gernandt

Creative Director: Roger Rosenberg
Director: Traktor
Director of Photography: Linus Sandgren