NETTA CROFT (formerly Smekal)

Working mom, swing dancer, world traveler, food and pet lover.
And, I also happen to be a creative producer with 20+ years of experience making brands look damn good.

I started in book publishing, spent 5+ years in Account Management, then found my way into production—and realized I’d found my thing. That background still shapes how I produce today: I understand the creative idea, the client need, the audience, the budget and what it actually takes to bring all of it together.

Today, I’m Director of Production at Reveille, leading production across integrated campaigns and experiences. My work can range from national broadcast and documentary-style storytelling to social content, photography, experiential, events and large-scale installations. Recently, I helped bring Hope Is a Rising Tide to life in Newport Beach, transforming a four-story parking structure into an immersive public art gallery featuring original work from 11 Southern California artists.

Before Reveille, I spent six years at Vans, most recently as Senior Producer for global brand & lifestyle campaigns, traveling the world creating content with incredible directors, photographers, athletes, musicians and creators.

A big part of what I do best is figuring out how to make one production work harder.

I’ve built and led multi-faceted shoots with multiple units capturing broadcast, social, digital, photography, BTS and other content needs simultaneously—finding the efficiencies between them while making sure each channel gets content that actually feels right for the platform. I love thinking beyond a single hero asset and building the production approach around the larger content ecosystem.

I’m equally comfortable at 30,000 feet and in the weeds. I can help shape a production strategy, build the team and budget, manage agency and client stakeholders and oversee multiple production partners—or jump in and line produce, 1st AD, scout a location or solve whatever problem just appeared five minutes before cameras roll.

I’ve produced Super Bowl spots, Sunday Night Football campaigns, global brand campaigns, social-first content, photography, experiential activations and everything in between. I know my way around union and non-union shoots, celebrity talent, athletes and creators, cost consultants, state incentives, global productions and budgets big and small. Along the way, I’ve also become a strong advocate for representation and creating more inclusive spaces, both in front of and behind the camera.

At the end of the day, I’m a creative problem-solver with a soft spot for impossible asks. I like ambitious ideas, smart collaboration and the moment everyone asks, “How the hell are we going to pull this off?”

That’s usually where I come in.