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Ukrainian creative boom: Why major industry leaders are outsourcing creative services to Ukraine

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Ukrainian creative boom: Why major industry leaders are outsourcing creative services to Ukraine

November 02
07:30 2021
by Marusya Oderzhakhivska.

If you’ve ever wondered what unites Netflix movies, Miley Cyrus’ music video, cinematographic Lacoste ads, dynamic Diesel and Apple promos, the answer is they were all created in Ukraine. Nowadays, Western giants well known all over the world, resort to Ukraine’s creative resources. Recently Ukraine deserved her fame for outstanding quality of IT services outsourced to the biggest companies worldwide, thanks to new changes to Ukrainian media legislation, the local audiovisual industry is firmly on the rise, with increasing global opportunities of co-production and creative services outsourcing as well.

The interest to Ukraine as to a country of creative solutions, also escalated when in 2017, alongside with Lacoste, Apple were presenting their new devices, by showing their audience short story, which was filmed at one of Kyiv’s metro stations.

One year later in 2018 Mark Ronson and Miley Cyrus released their famous music video shot in Kyiv. The video for ‘Nothing breaks like a heart’ hit 236 millions of views and became extremely popular and recognizable. Although it was filmed in the Ukrainian capital, police chase and the whole aesthetic looks pretty American. It means a great chance to recreate the spirit was given, local authorities provided their support by closing one of the biggest bridges to help singers and directors do their best.

More info: https://youtu.be/A9hcJgtnm6Q 

Diesel chose an unfinished local bridge to film their ad, which looks more like a short French movie accompanied by Edith Piaf’s famous song. The success of the video shows how modern and prominent Soviet architecture is.

There are several important reasons why all these brands mentioned earlier made a decision to work with Ukrainian creative agencies and production studies.

Value for money seems to be the most essential thing during the global crisis caused by pandemic. Ukrainian companies offer the same conditions and possibilities, but the price is 4-5 times lower than in developed European countries or the US. Even Czech Republic, where Hollywood directors have started filming recently, prices are not that attractive due to higher employee salaries.

Varied locations. Ukraine is Europe’s largest territory at 603,628 square kilometres, stretching from Russia in the east, Poland in the west, the Black Sea in the south and former Soviet state Belarus in the north. The country is famous for its myriad Orthodox cathedrals, the Carpathian beech forests and the centre of the Chernobyl Exclusion Zone, established by the former Soviet Union soon after the accident in 1986.

In any other country it might have been far more difficult to film in a crowded subway or cross the whole bridge for one day. The same comes with all other significant locations. Kyiv is not the only place to film. Factories, railway stations and suburbs unite 19th century’s spirit and Soviet modernism.

How did it start? Since 2017 Ukraine has become a world’s leader for IT outsourcing. According to Outsourcing Journal, Ukraine is now the number 1 digital, technology, and IT outsourcing destination in Central & Eastern Europe. Gartner named it in the top 20 offshoring destinations in the EMEA region, and PwC has noted that its a top 25 IT exporting country. This combination of innovative marketing solutions, creative services and experienced IT services companies is creating a vibrant ecosystem that is drawing a growing number of major corporations, and industry leaders including Google, Samsung and Apple to collaborate with Ukrainian talents.

This flair for creation has also seeded a flourishing scene for marketing agencies and production companies.

With Ukrainian production companies being a fully integrated part of the international creative process, no wonder the creative exchange process began to take place. On the one hand, European and US directors and cameramen started flowing to Ukraine to take part in both international and Ukrainian creative projects. On the other hand, Ukraine is becoming increasingly known internationally for its own creative work. As an example, Ukrainian independent marketing agency Fedoriv has recently created an ad for a US brand Crate Club and was awarded with an Epica award for it.

Creative ad for Crate Club by Fedoriv agency

More info: https://vimeo.com/377756466 

Working with the biggest production companies, the agency has also created campaigns together with some of the European directors, like Berlin-based directors Maik Schuster and Max Paschke for Morshynska.

Creative ad for Morshynskaya water by Fedoriv agency with Mike Schuster and Max Paschke

More info: https://fedoriv.com/en/work/morshynska 

Nowadays to outsource creative services in Ukraine it’s not about cheaper prices anymore, it’s about an outstanding high end quality and solution for brands to stand out on the market.

Let’s check the most popular works performed by well known Ukrainian talents.

Tanu Muino for Cardi B and LIL NAS X

Megogo creative ad by Fedoriv Agency

More info: https://fedoriv-corpsite-stage.herokuapp.com/en/news/like-netflix-but-better

Bodo creative ad by Fedoriv agency

Media Contact
Company Name: Maru Oderzhakhivska
Contact Person: Media Relations
Email: Send Email
Country: United States
Website: https://www.linkedin.com/in/marusya-oderzhakhivska