March, 2026.- In the production industry, the difference between a successful project and an extraordinary one often lies in the ability to surgically connect a director’s voice with client needs. Nicole Feddock, following years of success as a rep and producer in competitive markets like New York and Chicago, now steps into the role of Executive Producer at LANDIA. Her arrival marks a new chapter for the Los Angeles office, where her “quarterback” approach aims to optimize creative processes, cutting down approval times and eliminating guesswork between agency and set. For Feddock, LANDIA is not just a Latin American powerhouse, but a hub of global talent whose cinematic sensibility is perfectly aligned with what US brands demand today: authentic stories with impeccable craft.
In this exclusive interview with Roastbrief, Nicole discusses her methodology for building directors’ careers based on intentional momentum and how her Midwest experience taught her that honesty and follow-through are the foundations of any lasting partnership. From her ability to translate creative needs into production realities—achieving efficiencies of up to 30%—to her vision for positioning LANDIA’s roster as an elite choice in the US market, Feddock offers a masterclass in modern production leadership. Discover how this industry “hybrid” plans to spread her wings further, connecting geographic and human points to ensure creativity is as bold as it is deliverable.
1. From Rep to EP: You’ve spent the last six years as a sales representative at Baer Brown Reps in Chicago, representing directors and talent. Now you’re stepping into an Executive Producer role at LANDIA LA. How does your perspective change moving from the representation side to the production company side, and what unique insights do you bring to this new position?
Moving from rep to EP feels like switching from being the director’s cheerleader to being the team’s quarterback. At Baer Brown, I spent six years selling directors’ work. On average, Chris and I brought in 30–35 jobs a year in our market, so I really learned what creatives actually respond to, from reels to pitch language to timing. As an EP, I’ll lean on the knowledge I’ve gained to quickly pair directors to fits that sell, and cut down the back-and-forth that kills the momentum. This will leave fewer guesswork notes, aid in faster approvals and better first-draft matches between client asks and the director’s voice!
2. The Chicago-to-LA Shift: You built Catch&Release’s Midwest footprint and spent years in Chicago before relocating to join LANDIA’s Los Angeles office. How does the creative and agency landscape differ between these markets, and how will your Midwest-honed relationship approach translate to the LA market?
Well, fun fact, I’m staying in Chicago while working for LANDIA LA. I actually moved to Chicago after 15 years in NYC, as an older adult. the move to Chicago at 39 years old taught me how to build deep, trust-based relationships. I had to grow Catch&Release’s Midwest footprint on my own with no existing relationships, and fast, so that was a challenge! Then, when I started working with Chris, one month before the lockdown – that was another challenge (hello Zoom coffees)! In 2022 when the world reopened and my baby was old enough to leave, I got out of the house, and Chris introduced me to so many folks, while I simultaneously opened my own doors.
My role with LANDIA LA means I am EP’ing for the US office, and working in tandem with Juan Taylor, our MD/Founder in LA, who has been in LA for 16 years. My Midwest approach (personalized outreach, follow-through, and long-term stewardship) still wins here; I’ll just speed up the cadence, lean on my existing NY relationships, and my relationships within my LA network! So many people moved West from NY and landed amazing roles out there at agencies and brands. So if anything, I feel like this shift is super exciting, as I get to spread my wings even further now and connect with a lot of people I’ve been missing all these years!
3. Talent Strategy & Director Development: Your background spans talent strategy, placement, and growth for directors across commercial, digital, and broadcast platforms. How do you approach developing and nurturing a director’s career and creative voice within a production company environment?
This truly depends on what stage the director is at in their career. A good place to start is by locking in on a director’s POV and mapping out clear, staged plays. For a young, up-and-coming director, it might be finding targeted placements to build credibility. Or maybe it’s a spec spot, a beautifully executed Director’s Cut, a short film to help expand the reel’s range, or a case study to prove commercial ROI. There isn’t a lot of time for lulls in this business, so I think the directors that are the most ambitious, and the ones that are always shooting or working on something, are the ones that are most successful. Career development is about intentional momentum — small strategic wins that add up to a bigger reputation, without compromising the director’s voice, of course.
4. The Producer-Rep Hybrid: You’ve worked in editorial and animation production in New York, then moved into sales and development. Now you’re returning to production as an EP. How does that hybrid experience—understanding both the craft of production and the art of representing talent—shape the way you shepherd projects from pitch to delivery?
Because I’ve done editorial/animation production and spent years as a rep, I can translate client needs into production realities and vice versa. That reduces scope surprises and speeds approvals. In practice, I’ve seen this cut rework and approval time by roughly 20–30% on jobs where I managed both the client relationship and production handoffs. I’m always thinking: how do we make the creative bold but also obviously deliverable?
5. Building Agency Partnerships: You’ve excelled at “deepening client relationships and forging new business” as a sales rep. As an EP at LANDIA, how will you cultivate partnerships with top global brands and agencies? What does a genuine creative partnership look like to you, beyond just winning the next job?
I focus on being useful and consistent — show up with ideas, follow through, and make delivery predictable. That’s how I turned several cold contacts into repeat clients: multiple agencies moved from one-off tests to yearly briefs, and I’ve secured repeat business that accounted for ~30% of annual bookings in past roles. A genuine partnership to me is when an agency brings you the risky, high-visibility work because they trust you to execute and elevate the idea.
6. LANDIA’s US Roster: You’re joining a company with a “phenomenally talented” roster of directors. What attracted you to LANDIA specifically, and what do you see as the opportunity to help these directors do their best work while growing the company’s footprint in the American market?
I was drawn to LANDIA’s roster for its distinctive craft-first, voice-driven, cinematic work that consistently serves brand objectives. I was eager to join because that exact mix aligns with where I’ve had the most success selling. The immediate opportunity is to package these directors for the broader US market. Many still perceive LANDIA primarily as a Latin American company—understandable given its culture and roots—but its talent is global, and its work is timely, relevant, and perfectly suited to the stories brands people in the US want to tell today.
