Leading with Authenticity, Not Ego with La Niña

Lara and Andrea, the creative duo behind La Niña, embraced their name from the expression which means ‘the girl’ – as a way to reclaim a term that was sometimes used to undermine women in their youth.

The duo possess an aesthetic vision that captures attention and a narrative approach rooted in a strong conceptual foundation. Together, they merge their distinct perspectives to create a powerful synergy that defines their work.

Their portfolio spans commercials, advertising, and fashion films, with a client roster including Netflix, Toyota, Halls, Vogue, Danone, Carolina Herrera, and Samsung. They have also collaborated with renowned agencies such as Saatchi & Saatchi NYC, McCann, Ogilvy, DAVID, SCPF, and El Ruso de Rocky.

In film and advertising, directors are often portrayed – and even encouraged early in their careers – to be enigmatic figures: distant, inaccessible, sometimes even eccentric or arrogant. And sure, we’ve all encountered personalities like that.  

There’s this lingering myth that talent requires a level of detachment from the world. But for us, the opposite has proven to be true.  

Directing isn’t about playing a role – it’s about bringing your whole self into the process. Our perspective, life experiences, and the way we engage with others have been just as vital as any technical skill. We see a director not just as a visual architect but also as a psychologist, communicator, and strategist. Above all, we see directing as deeply human – about working with and for other human beings.  

We don’t just compose images; we navigate emotions, team dynamics, and the unpredictable rhythm of collaboration. We know there’s no single way to direct, but for us, one fundamental mistake is trying to fit an outdated mould – emulating the distant, impenetrable persona that is sometimes associated with creative leadership.  

A director is nothing without a team. Sometimes, we take a step back and realise the incredible, interwoven machine we’re part of. In our experience, teams thrive in an environment where people feel valued, heard, and connected to the creative process. We believe that having a clear vision doesn’t mean being inaccessible – authority isn’t built through distance, but through presence. The directors we admire most aren’t the ones who isolate themselves but those who lead by truly being there.  

This philosophy has shaped how we approach our own work, and as a directing duo, it’s been even more important. We’ve had to rethink how we each worked individually and shape a new framework – one we’re still refining – to create, support, and evolve together. We always say we’re one director with two minds. Over time, we’ve built something solid, grounded in trust and collaboration.  

When you approach directing as a relationship – one that requires communication, knowing when to push and when to ease up, and recognising that each person has needs beyond the job – that’s when the real magic begins.  

We know directing has often been seen as a solitary pursuit, but in our experience, when creation is shared, something truly special takes shape. It’s enriching not just professionally, but personally.  

So while there is no single ‘correct’ way to direct, this is what feels right to us: not falling into the trap of imitating an outdated stereotype of what a director ‘should’ be, but instead bringing our real selves – our instincts, our vulnerabilities, our unique way of seeing the world – into the process.  

Because for us, the real power of directing isn’t about being untouchable – it’s about being human.