CUPRA ambassador

Inspiring the next generation with J.A. Bayona

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  • The new CUPRA ambassador emphasises values such as passion and determination - “You have to trust your instinct and go for it” 
  • Oscar-nominated film director and producer J.A. Bayona reveals some of the keys to his success to inspire the next generation
  •  In collaboration with ESCAC, Bayona and CUPRA are launching two short film competitions with the aim of promoting young talent and supporting their career path

J.A. Bayona seeks to move and inspire millions of people with his films. And his starting point is Barcelona, the city that saw him grow up. These shared values with CUPRA have led to the creation of two short film competitions to encourage and empower young talent in the film industry, with the collaboration of the Film and Audiovisual School of Catalonia (ESCAC) and Bayona himself.

Below are his key guidelines to inspire the next generation:

Follow your dreams. According to Bayona, this is one of the keys to prosper and succeed in the world of film: “First you have to have a dream and then give it meaning; it’s very important to find your passion, to discover what moves you, and go for it.” Thanks to this impulse, the director and producer emphasises emotions in his films as a way of captivating audiences. An approach that is also evident in his most recent film, Society of the Snow. In the words of the director: “It’s emotional, it’s inspiring and sometimes even intense.”

A challenger attitude. For the Barcelona-based film director and producer, “It's good not to doubt yourself too much, so trust your instinct and go for it.” Society of the Snow, which earned two Oscar nominations for Best International Feature Film and Best Makeup and Hairstyling, is the result of more than 10 years of insistence. He was obsessed with directing this movie inspired by real events and didn’t rest until he was able to adapt it to the big screen. 

Teamwork. Just as the Tribe is essential for CUPRA in its successful journey, for Bayona it’s fundamental to build close relationships and be surrounded by people he trusts to get to the top: “This is a team effort. It’s a long journey, so you need to surround yourself with the right people, and take care of them, because you’re going to depend on them as much as they’re going to depend on you.” That’s why, during shoots, he makes sure that the actors and other crew members involved in the filming are well looked after to guarantee that the teamwork flows at all levels. “In my last film I discovered a new family” concludes Bayona.

CUPRA HQ Communications 

Elisabet Anglada
Head of Employee Engagement & Content Activation Communications
M /+ 34 689 282 093

Rocío Soria
Content Generation
M/ +34 689 28 14 32

Gemma Solà
Content Manager & SM Comunications
M/ + 34 639 944 087