‘Lost in Translation’, Carlsberg, and ‘Cigala & Tango’: The Work That Made Natali Sussman
Natali Sussman is a renowned executive producer hailing from Argentina. After completing a degree in Public Relations, her career began with the production of international commercials in Argentina, attracting renowned directors, agencies, and clients. Later, her work extended throughout Latin America, developing teams and providing production services in Chile, Mexico, Venezuela, and the United States.
Alongside her commercial work, Natali has been involved in the production of numerous music videos, including the Latin Grammy-winning ‘Gallo Negro’. She also produced the feature films ‘Les Doigts Croches’ by Ken Scott and ‘So Long Enthusiasm’ by Vladimir Duran, as well as the multi-award-winning short film ‘9 Vacuna’ by Iair Said. She also produced the documentary feature ‘Cigala y el Tango’, which was screened in over 100 theaters in Spain and distributed by the newspaper El País on DVD.
In 2018, Natali moved to Switzerland and, together with her partners, founded MYGOSH GmbH. Quickly positioned as one of the best commercial productions in Switzerland, MYGOSH has been internationally recognised at festivals like the Cannes Lions, Clio, ADC-Europe, EDI Switzerland and more. With many successful projects the team has built a solid bridge between Latin America, the USA, Europe, and Asia.
In a world where borders are shifting and cultures crossing, Natali brings together communication skills, an understanding of human relations, a clear vision, and above all, a special gift for identifying and nurturing.
Natali sat down with LBB to look back on her career, from dreams of stardom growing up in Argentina, to running MYGOSH in Switzerland and the many lessons and great work along the way.
The ad/music video from my childhood that stays with me…
I grew up in Argentina in the 90s, and one ad has stayed with me ever since – the Hellmann’s ‘Confusión’ spot.
I can still remember it word for word in my head. The little girl reminded me of myself as a child, and the play on words – in a commercial that didn’t just try to sell you something but genuinely made you smile – has stayed with me all these years.
The ad/music video/game/web platform that made me want to get into the industry…
It wasn’t really a specific ad, film or music video that made me want to get into the industry – it was more a childhood dream of wanting to be famous. I imagined myself as an actress, in front of the camera, under the spotlight.
I never thought I’d end up working in the industry from the other side – evaluating performances, shaping projects, curating artistic disciplines. And I certainly never imagined I’d end up winning a Grammy.
Looking back, I realise I did brush against my childhood dream… just from a very different angle than the one I originally imagined.
The creative work that I keep revisiting…
‘Lost in Translation’.
For its high-quality performances, its sensitivity, and the way it captures Japan. It’s a small film, full of details that don’t age – the pauses, the delicacy, the aesthetic. The kind of cinema that never really grows old.
My first professional project…
A production service job for Renault France, back in 2002, if I remember correctly.
One of those big commercials where we shut down streets, had helicopters for aerial shots, shot on 35mm and worked with a thousand extras. What a way to start.
The piece of work that made me so angry that I vowed to never make anything like *that*…
It’s not one specific piece of work, it was an entire era.
Twenty years ago, it was far too common to come across behaviours completely detached from any ethical or moral values: sexism, abuse, xenophobia, even animal mistreatment. It was a circus.
I grew up professionally as a very young Latina woman, often the youngest person on set, with my name first on the call sheet. And yes, it was tough.
But here’s the good news: we moved on. The world changed – and if you didn’t, that’s on you.
Today I run my own company in Switzerland (MYGOSH), and I’m still a woman, Latina, and young – just with a lot more power and experience.
The piece of work that still makes me jealous…
Those cinematic short films made by luxury brands – with full creative freedom, pure craft, Hollywood actors and seemingly unlimited budgets.
The kind of work where advertising and cinema flirt shamelessly. I still look at those and think: one day.
The creative project that changed my career…
The global Carlsberg campaigns with Mads Mikkelsen.
Those projects brought me nothing but satisfaction. I love them and I’m truly proud of them.
The work that I’m proudest of…
The documentary ‘Cigala & Tango’, as well as filming the concert in Buenos Aires with 20 cameras, years ago.
It was a massive project – creating both the album and the documentary filled us with emotion. Truly unforgettable.
I was involved in this and it makes me cringe…
We all have a skeleton in the closet…
Once I had to produce a commercial with an animatronic cat – and when the client saw it, he said a line that stayed with me forever:
‘Il gatto è morto e non è divertente.’
(The cat is dead and it’s not funny.)
Enough said.
The recent project I was involved in that excited me the most…
I recently made several short films with director, actor and writer Iair Said that travelled the world.
They were pure satisfaction. And in 2025, we took his feature film ‘Los domingos mueren más personas’ to Cannes and San Sebastián.
These are the kinds of projects that truly excite me; the ones you make with people you love, driven by passion.
And now, the next one is coming…
