Lupa works to turn the power of storytelling into positive social change.
As the Native American proverb says, “Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever.”
Lupa was born out of a strong belief in the power of storytelling to create real positive social change. Based in Cataluña in Spain and Buenos Aires in Argentina, Lupa has extensive experience in Europe and Latin America.
Why
LUPA?
The name Lupa is inspired by the Spanish word for ‘magnifying glass’, under the slogan ‘if you can’t see it, it won’t change’. It is born out of the idea that our impact work leverages the visibility given to certain issue areas through film, and can take the issue off the screen and create real change on the ground.
Kristie
Robinson
FOUNDER
With extensive experience in journalism, the non-profit sector, and the world of documentary, Kristie has spent two decades working at the intersection of storytelling and impact.
Lupa is led by Kristie Robinson, a British impact producer who has been working in the field for over a decade, initially with DocSociety on Good Pitch events across the Western Hemisphere between 2013 and 2019, where she worked with mostly Latin American film teams on impact strategy and campaign building.
Kristie began her career in journalism in her native UK, before moving to Latin America, where she was based in Argentina for 12 years, initially working for international media as well as Editor in Chief of The Argentina Independent, an English-language newspaper covering Latin American issues that she co-founded in 2006.
A big fan of independent media and telling the story of those not covered by the bigger press, Kristie worked a lot on social and environmental topics, as well as development, inequality and indigenous issues. This work led her to co-found Ambientate, an environmental non-profit that created spaces and built coalitions for those working on different environmental and climate topics, and ultimately produce FestEco, Latin America’s first zero carbon festival in 2012.
During her time in Argentina she realised that just telling the story wasn’t enough, and stumbled upon the idea of impact production through a collaboration with the Buenos Aires International Human Rights Film Festival (FICDH) in 2012. As a result she became Outreach Director of the inaugural Good Pitch event in Latin America in 2013, and then director of the second edition in 2015. She continued working as a consultant as the Good Pitch Latin America events moved further north in the continent, as well as mentoring film teams on their impact strategy, whilst giving masterclasses and workshops with filmmakers and at film schools. Her attention also turned to field building, working with a wide range of partner organisations across Latin America as an ambassador for the power of film.
Kristie relocated to Spain in 2018, and since then her work as an impact producer and consultant has bridged Europe and Latin America.
She undertook the University of Cambridge’s Institute for Sustainable Leadership’s ‘Communicating for Impact and Influence’ course in 2023 and completed the Resource Alliance’s leadership programme in 2024, returning to lead their Climate Action Lab in 2025. Kristie has given numerous workshops and masterclasses on impact production, including at MAFF in Málaga, Festival L’Atlernativa in Barcelona, DocsConnect in Sitges. She has mentored projects at Doxumentale in Berlin and been on panels about impact in DocsBarcelona and taught impact masterclasses at UBA and FUC in Buenos Aires and UPF in Barcelona. Kristie has also been on selection committees and juries for impact projects for film festivals and impact programmes, most recently Nodo Sur in Colombia.
Kristie is a member of GIPA (Global Impact Producers Alliance), and EWA (European Women’s Audiovisual Network).
Julieta
Morosoli
IMPACT PRODUCER
A fervent believer in the power of art for social change, Julieta has worked at the crossroads of environmental non-profits and culture for over a decade.
Julieta’s road to impact production was a storied one, which has seen her working in different sectors, gaining invaluable experience and insights which she leverages in her work leading Lupa in Latin America.
Julieta qualified as an engineer, and then later undertook a diploma in sustainability, ecological ethics and environmental education at UAM-UPV. She has always been interested in art as a way to raise awareness and educate.
During two years, Julieta produced an environmental film cycle, which included talks and debates with subject matter experts. After starting as a volunteer at working with Ambientate environmental non-profit, Julieta grew to co-lead the project, working at the axis of sustainability and circular economy, developing initiatives with a community focus.
Julieta is based in Buenos Aires, Argentina. She works as a freelance producer and consultant on projects with a social and environmental focus. She joined Lupa to create impactful campaigns, firmly believing in film as a tool to raise awareness of social and environmental issues that require greater community engagement to drive cultural, social, and political change.
Whether you are a filmmaker, a distributor, an NGO, an educational institution, an industry partner, or a governmental organization, we would be happy to discuss your needs and see how we can accompany you and your project.