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Luana Lobo is a producer, partner, and co-CEO at Maria Farinha Films (MFF). For over 13 years, MFF has been a leader in impact entertainment in the Global South, focusing on stories that inspire positive social change. To broaden and engage new audiences, MFF launched Flow Impact, a spin-off division specializing in marketing, distribution strategy, communication, and audience insights. As a member of the UN Global Compact initiative, every MFF project is crafted as a film-based movement aligned with the UN's Sustainable Development Goals (SDGs).
To date, Luana has managed production and distribution deals and oversees the integration and execution of MFF's content and impact strategies across more than 50 films, series, and other formats that have reached audiences on mainstream platforms worldwide. The fiction TV series "Aruanas" Seasons 1 and 2 (Globoplay) averaged 30 million viewers per episode and became a global trending topic on Twitter. Other notable productions include the "The Beginning of Life" franchise (Parts 1 and 2), available globally on Netflix, and "Sound of River" (10 million views on YouTube Originals). Luana leads company-wide operations and collaborates on strategies with platforms, activists, artists, socio-environmental organizations, and businesses committed to social change, forming a network of over 100 impact partners worldwide.
Together with Val Munduruku, Flavia Borges, and Mazi Rodrigues, Luana co-developed an analytical methodology to ensure inclusive narratives throughout development, marketing, and distribution campaigns. Working with diverse sensitivity readers and local communities, this approach identifies sensitivities and opportunities that creative teams should emphasize to help dismantle historical prejudices and stereotypes in society.
With more than 16 years in the film industry, Luana studied at the New York Film Academy and the University of Arts London and has previous experience at Fox Filmed Entertainment and Lionsgate.
