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The Work That Made Me: Milica Minja Jovanovic

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Milica Minja Jovanovic, owner and producer of SheFilms, service production house in Belgrade looks backs to the creative work she’s done so far and the beginnings that propelled her career

The Work That Made Me: Milica Minja Jovanovic

Minja Jovanovic started working in RED production when she was just eighteen years old. She began her career as a production assistant and worked her way up to becoming a producer when she was twenty one. From there she continued working in becoming a head of production in RED.

Having worked on over 200 commercials, five feature films, and 10 short films she has established successful track record of delivering results by engaging in every aspect of the production process.


The ad or music video from my childhood that stays with me…


No church in the wild -music video 

Now and then still thinking about: What leads us, what do we strive for, how do we justify our actions, are we all too easily manipulated with our own consent. A memory of turbulent years, riots, poverty, crime increase in my birth country still make me shudder when I hear the lyrics: 

What's a king to a God?


What's a God to a non-believer


Who don't believe in anything?





The ad/music video/game/web platform that made me want to get into the industry…

Honda civic R

An amazingly directed, innovative, representing two sides of Honda, a family type and a high-performance R type. Interactive advertising at its best. Two sides of every story, of every being. Just press the button and choose who do you want to be.


The creative work that I keep revisiting…

Music band 'The smiths'

I keep revising their lyrics especially this one

And now I know how Joan of Arc felt


Now I know how Joan of Arc felt


As the flames rose to her Roman nose


And her walkman started to melt





My first professional project…

It was for Lithuanian bio vodka, which we shot on the Divcibare mountain, central Serbia.

I still remember the excitement, the beginner’s nervousness and that indescribable feeling of satisfaction and relief when we saw our clients nodding their heads as a sign of an approval and well-done job.  




The piece of work that made me so angry that I vowed to never make anything like *that*…

Serbian Film THE LOAD (original TERET)  :)) Still, it’s a good film, in the end.





The creative project that changed my career…


Commercial for 4 types of Honda motors we did all over Croatia for 15 days with Japanese agency Dentsu.


The work that I’m proudest of… 

Renault worldwide campaign that we did as a first She films project, just seven days after we open our production company. Pride and gratitude above all. 





I was involved in this and it makes me cringe…

A local TVC we did for juice. We traveled so far away to find a perfect spot and we literary didn’t see it at all in the TVC because director decided to change it, to do all CGI which was so bad for budget we had, and very lame and cheesy in the end.


The recent project I was involved in that excited me the most…



The project that changed me, pushed me beyond my limits is a Djib mo’s (Lonely feelings) music video She films did with Iconoclast. I was so proud to be given a chance to work with such a creative giant and at that point I knew that SHE has passed the crossroad, ready to be launched into the places I have already marked for HER, in my vision. No boundaries, just sharp eye, creative infinity, good vibes and a pinch of SHE…. 


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She Films, Wed, 27 Jan 2021 15:22:10 GMT