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Partnership with Society of the Snow Director, J.A. Bayona

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J.A. Bayona Joins the CUPRA Tribe

CUPRA proudly welcomes Spanish film director and producer J.A. Bayona as a global ambassador, marking an exciting chapter in our journey.

CUPRA Welcomes J.A. Bayona as a Global Ambassador

Embracing the role of a global CUPRA ambassador, Bayona’s partnership with us aims to champion creativity and strengthen our ties with the film industry after we recently became the official automotive partner of the Sitges Film Festival.

J.A. Bayona’s trajectory closely aligns with that of CUPRA, as we have both challenged the status quo in our respective industries. CUPRA and J.A. Bayona are united by Spanish origins and a shared passion for infusing emotion into creativity.

Juan Antonio Bayona becomes the new CUPRA brand ambassador - Photocall

J.A. Bayona’s Career Within the Film Industry

Born and raised in Barcelona, J.A. Bayona rapidly rose to international acclaim as one of the youngest directors. His directorial debut, The Orphanage (2007), premiered at Cannes Film Festival, securing seven Goya awards, including Best New Director. Subsequent works such as The Impossible (2012) earned critical acclaim and received numerous accolades, including five Goya awards and an Oscar nomination for lead actress Naomi Watts.

Bayona’s diverse portfolio includes notable films and TV shows such as A Monster Calls (2016), Jurassic World: Fallen Kingdom (2018), Penny Dreadful (2014-2016), and The Lord of the Rings: The Rings of Power (2022). His latest film, Society of the Snow (2023), has been selected by the Academy to represent Spain at the 2024 Oscars and is nominated in the category of Best Non-English Language Motion Picture at the Golden Globes.

Initiatives and Opportunities for Young Filmmakers

Helping to find the next generation of creative minds and boost their careers, CUPRA and J.A. Bayona have unveiled plans to collaborate with the Escola Superior de Cinema i Audiovisuals de Catalunya (ESCAC). We will be launching two competitions with them aimed at supporting emerging creative talent in the film industry.

The first competition is for young talents between the ages of 17 to 23 and focuses on the creation of short films. The winner will secure a complete scholarship to develop their cinematic skills at ESCAC. The second contest is for young people between the ages of 21 to 30, who have completed a bachelor’s or master's degree or are alumni of ESCAC. This competition will be annual – the winner will receive support to produce and promote their short film.

As part of the partnership between CUPRA and J.A. Bayona, we have delivered a CUPRA Formentor e-HYBRID to the Spanish film director and producer. In addition, CUPRA sponsored the concert The Universe of J.A. Bayona, that was held on 8 December at the Liceu.

J.A. Bayona is now a key figure within our global network of sports figures, actors and artists – the CUPRA Tribe. This includes FC Barcelona football players Marc ter Stegen and Alexia Putellas, the actor Daniel Brühl and the urban artist TvBoy. Each ambassador pushes boundaries and embodies CUPRA’s core values of passion, determination and high performance. 

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