My name is Natalia Loff, I was born and raised in Brazil, growing up in the countryside of Rio Grande do Sul State. From an early age, movies and TV shows became my window to the world, expanding my perspective and introducing me to different places and cultures. Going to the movies felt like therapy—an escape that fueled my curiosity and passion for storytelling. After earning a degree in Communication in Rio de Janeiro I moved to São Paulo where I had the opportunity to work in commercial campaigns and São Paulo Fashion Week, experiences that deepened my appreciation for the creative industry. Over time, I found myself increasingly drawn to the behind-the-scenes work—the strategy, storytelling, and production that bring ideas to life

I moved to New York City to embrace new challenges. Shortly after, I began helping friends with their passion projects. Watching a project evolve from a script to production, to shoot day, and finally seeing the finished product has always felt, to me, like the closest thing to magic. That passion led me to work on a Brazilian cooking show shot in Brooklyn, which opened the door for me to become a full-time production assistant. Every new job became a new adventure, reinforcing my desire to build a career in production. While working on my first feature film, I had the incredible fortune of meeting my mentor—the 1st AD—who taught me so much and set me on the path toward the AD department

Early in my Production Assistant days, I found myself naturally assisting the AD department—helping organize the day and ensuring everything was in place so we could stay on schedule and be ready for the next shot. That experience led me to transition into a full-time 1st Assistant Director role in 2019, when I was hired to AD the content for the SoulCycle at-home bike, a project that continued even through the pandemic, where we adapted to new safety protocols to keep production running smoothly. Over the years, I moved further into freelancing, focusing on commercial work. I've had the opportunity to work with a diverse range of clients in beauty, jewelry, fashion, health, and more, broadening my expertise across different industries

I'm always looking for new clients and exciting projects to collaborate on. Bringing a vision to life—ensuring every piece falls into place and a production runs seamlessly—is what I love to do. If you're looking for a dedicated 1st AD to help make your project a reality, I'd love to connect. Feel free to reach out, and let's create something great together!