Lua is an advertising professional. She began her career as an assistant director in filming sets in Curitiba, where she worked for 8 years. In 2014, she began directing and moved to Sao Paulo, the city where she was able to expand her resume working for Absolut, Vivo, Jeep, Discovery Channel, PepsiCo, Shell, P&G.
She believes that directing is to cause emotions and the lightness and innocence in her work is striking. Each frame is supposed to capture moments that otherwise could not be captured. In 2017, she started to work at ICONOCLAST, while she still maintains her ability to be amazed by the unknown and the extraordinary.
She was awarded at PromaxBDA On – Air Brand/ Sponsor Integrated Spot, Craft at U.S.H. Awards, Bronze in Film Craft at Wave Festival, and finalist at El Ojo Iberoamerica for two consecutive years. She finds her greatest inspirations in photography and cinema; she is in a constant quest for strong visual narratives, and she is very careful with the aesthetics of her projects.