Nobody who knew her really expected Neda to become a dentist or an accountant. Maybe because it was very hard to keep her at school or because the backstage of the national theatre in Sofia, Bulgaria was her playground. With an actress mother and a stage director father, Neda's upbringing inevitably nurtured her affection for the cinematic works of Fellini and Chaplin. Early on, restlessness characterized her; alternating between Moscow and Sofia, and even spending time as a foreign exchange student in North Judson, IN. Eventually, she pursued her passion for film at Edinburgh College of Art, majoring in Film Directing.

Despite her nomadic tendencies, Neda's journey led her back to her hometown, where she finally found her footing. At the remarkably young age of twenty-one, she broke into the advertising industry, becoming Bulgaria's first and only female commercial director. This distinctive role immediately caught the attention of both advertising agencies and clients alike.

Neda's storytelling style flourished as she embraced a blend of femininity and emotion, artfully weaving it with an edgy, stylized approach. Her approach to casting stood out; she had a penchant for selecting genuine families or tight-knit groups of friends, allowing their authentic interactions to unfold naturally. She adroitly faded into the background, becoming an unseen observer, capturing their most intimate and genuine emotions through her lens. Natural light became her preferred tool, and she remained steadfast in her dedication, often continuing to roll the camera even after the assistant director's "cut" command. For Neda, these additional moments on film held immeasurable value.

What truly sets Neda apart is her ability to unearth the beauty embedded in the reality that surrounds her. This perspective infuses her work with a unique charm that resonates deeply with audiences.