NETTA CROFT (formerly Smekal)

Working mom, swing dancer, world traveler, food and pet lover.

Oh—and I also happen to be a senior creative producer with 20+ years of experience making brands look damn good.

Started in book publishing. Took a detour into 5+ years of Account Management. Then, I found my passion in production and have been doing it since 2009.

Most recently, I was at Vans as the Senior Producer for the brand & lifestyle campaigns — often out of the office, traveling the globe capturing content with amazing directors, photographers, athletes, and musicians; or in LA editing everything together (when not quarantined).

Before Vans, I was at Saatchi & Saatchi LA, producing everything from Super Bowl spots to Sunday Night Football campaigns to social content like InstaMeets and targeted Facebook campaigns.

I’m a creative problem-solver with a soft spot for impossible asks.

I’m equally comfortable with union and non-union shoots, celebrity talent, cost consultants, state incentives, and budgets from big and small. I live for big ideas and finding creative ways to make them happen (on time and on budget).

My passion is video production, but I’ve led all kinds of projects. I thrive on creative challenges and the ever-changing media landscape.

I’m proud to have founded and co-chaired Vans x WOVEN (Women of VF Empowerment Network), pushing for representation, equity, and safer, more inclusive creative spaces—for everyone, in front of and behind the camera.

Clients

Vans, Toyota, Lexus, Pampers, Logitech, Toshiba Copiers, KFC, Wienerschnitzel, Hilton Garden Inn (HGI), Dole, California Avocados, Oberto, Thermador, Yogurtland, Argent Mortgage, CHOC Children's Hospital, St. Joseph's Medical Group, Taller San Jose (pro bono)

Industries

Fashion, Apparel, Shoes, Action Sports, Automotive, Tech, QSR, Packaged Goods/Food, Financial, Healthcare, Appliances, PSA/Pro Bono