Director Lucrecia has signed with Holiday Films for her first Canadian representation. She continues to be handled in the U.S. and U.K. by PRETTYBIRD.
Originally from Buenos Aires, Lucrecia studied photography in London, where she developed the visual foundation that continues to shape her work today. Her transition into film brought with it a distinctive style, defined by hyper-real aesthetics, bold narrative choices and a sensitivity to performance, that carries across both commercial and music video projects.
On the music video front, she has collaborated with artists including Ashnikko (“Hi It’s Me,” “Stupid”), Jade Thirlwall (“Fuck You For Now”), Bree Runway featuring Missy Elliott (“ATM”), Sia (“Ain’t Stoppin”), and Steven Wilson featuring Elton John (“Personal Shopper”). Lucrecia’s Ashnikko video for “Hi It’s Me” earned a win at the UK Music Video Awards, where she has also been nominated four times, including for Best Director and winning Best Pop Newcomer.
In the commercial space, Lucrecia has directed work for brands including Ensure, Peroni, Oxfam, Bibigo, LGBT Foundation and Nando’s. Her work for Ensure uses real people rather than actors, bringing a high-energy, almost sports-driven intensity to stories that celebrate older generations in an unexpected way. For Oxfam’s 75th anniversary, she introduced a more kinetic, music video-influenced editing style to the fashion-forward storytelling.
Lucrecia’s work is driven by a deeply intuitive process. Ideas arrive quickly, and early instincts guide her creative direction, resulting in films that feel cohesive, deliberate and emotionally resonant. Central to her approach is a philosophy of “directing with love,” creating an environment where collaborators feel supported, performances can evolve naturally, and ideas can be pushed further. The result is work that is visually striking, yet grounded in trust, collaboration and human connection.
“Lucrecia has a very clear voice,” said Josefina Nadurata, founder, Holiday Films. “There’s an immediacy to her ideas and a precision in how she brings them to life. Her work feels both visually striking and emotionally intuitive, which is a powerful combination.”
Nadurata added, “A big part of what drew us to Lucrecia is how she works with people. She leads with generosity and creates a genuinely safe, nurturing environment on set. That kind of atmosphere brings out the best in everyone, from cast and crew to agency and client partners, and you can feel that in the final work. There’s a sense that more is possible in her films, and she has a way of helping people get there.”
Internationally Lucrecia is repped by Primo in Spain, Zauberberg in Germany, Landia in Argentina and Mexico, chaser in Ireland, Klub Moderne in Denmark, and Cartello Directors in Italy and the Middle East.
