São Paulo, December 2025 – MyMama Entertainment is pleased to announce the arrival of Lili Fialho as the newest director in its lineup. With a career spanning over a decade, excelling in both advertising and content creation, Lili is known for her intimate approach, always guided by a close look at real characters, emotions, and, notably, women’s stories. Her arrival at MyMama, where she is already directing her first original project, reinforces the production company’s commitment to authentic and impactful narratives.
In addition to Lili Fialho, MyMama’s roster of directors includes Ana Valente, Caroline Lima, the duo Kid Burro, Quinto, Ricardo Souza, Roguan, Roma Joana, and Urso Morto.
Advertising and entertainment
Lili Fialho brings to MyMama her unique experience in directing actors and her ability to extract emotion through sincere interaction with the cast, crew, and characters. This expertise is evident in her portfolio, which includes films for major clients such as Unilever, WhatsApp, Netflix, Itaú, Ambev, and Google, among others. Her sports film ‘Álbum do Futuro’ (Future Album), created for Rexona and winner of two Lápis awards on The One Show, solidified her as one of the leading voices in women’s football in Brazil. With the Women’s World Cup approaching and given the explosive growth in audience, engagement, and sales in this area, MyMama is launching a new cycle of projects with Lili, inviting brands and agencies to produce films that connect culture, sport, and real market impact.
Lili is a leading figure in women’s football in Brazil. Her filmography is dedicated to rescuing erased memories, culminating in her first work at MyMama: an auteur short film directed in partnership with actress Bruna Linzmeyer, a project currently in post-production with a confirmed premiere in 2026, preceding the Women’s World Cup in Brazil. Before that, she had already directed the two seasons of ‘Absolutas’, the first documentary series about women’s football for the São Paulo Football Federation, as well as an additional series, ‘Joias Brutas’.
Throughout her career, Lili has worked on projects that bridge cinema and social impact, collaborating with renowned figures. She has directed five feature-length documentaries focused on social projects that have transformed communities in Rio de Janeiro, in partnership with Kátia Lund (co-director of City of God). Her work includes directing an episode of the award-winning series ‘Quebrando o Tabu’ (Breaking the Taboo), shown on GNT, which was recognized as Best Documentary Series at the Grande Prêmio do Cinema Brasileiro (Brazilian Cinema Grand Prix) in 2020. She also directed the musical documentary series ‘Onda Boa’ (Good Wave), with Ivete Sangalo, for HBO Max, and, alongside João Wainer, led the ‘Projeto Acorda’ (Wake Up Project), carried out during the pandemic and focused on creating audiovisual content with social impact.
Lili Fialho is also a photographer, with over a decade of work documenting popular and political demonstrations. One of her photos was chosen to participate in the ‘Brazilian Histories’ exhibition at MASP.
“Lili’s arrival at MyMama Entertainment consolidates a natural encounter between her narrative strength, her sensitivity to real stories, and the producer’s moment of expansion. It is a union that reaffirms MyMama’s commitment to celebrating auteur, profound, and contemporary perspectives, strengthening the producer’s vision for the future as a creative home for talents that drive culture,” says Mayra Faour Auad, partner, CEO, and executive producer of the production company.
“We see Lili’s arrival as a clear gesture of where we want to take advertising today. In a scenario that has regressed in diversity, we believe that expanding the space for female directors and talents who think beyond the norm is an urgent act,” says André Pinho, Co-CEO and head of advertising at MyMama.
Partner and producer Gabrielle Auad adds: “We’ve admired and followed Lili’s work for some time now, and she brings a unique perspective and a driving force that moves, provokes, and makes things happen. When she presented us with her short film, we joined forces, and the process flowed beautifully. We hope to have news about its premiere soon.”
For MyMama, it’s clear that this was a meeting that had to happen… and that it’s only just beginning.
