Producing Tomorrow's Producers: Discovering Passion and Talent with Angelica Riccardi

Angelica Riccardi is the head of production at iconic UK production studio Park Village. With over a decade of experience producing big-budget commercials for the likes of Google, Unilever, BBC Worldwide and more, Angelica’s role at Park Village involves guiding and mentoring the studio’s production team in an effort to cultivate the industry's next generation of top-level production talent.

LBB> What advice would you give to any aspiring producers or content creators hoping to make the jump into production?

Angelica> I would encourage aspiring producers to be curious and don’t be afraid to ask as many questions as possible. There is nothing more valuable than learning from a more experienced producer.

Production is something you truly learn through experience, and having someone to mentor you when you're starting out is absolutely invaluable. 

LBB> What skills or emerging areas would you advise aspiring producers to learn about and educate themselves about?

Angelica> When starting out, it’s important to develop a solid understanding of the industry by exploring the work of directors, production companies, and agencies. I would also recommend keeping an eye on young and emerging directors, as their fresh perspectives can be incredibly inspiring and insightful.

One thing that really helped me was getting involved in short film projects with budding directors and crew members. We grew together, learning a great deal from each other along the way.

Every project is an opportunity to learn, so I encourage aspiring producers to gain experience across a variety of formats—live action, animation, and CGI-based projects. A hands-on approach will not only build skills but also help discover where true passions and talents lie.

LBB> What was the biggest lesson you learned when you were starting out in production - and why has that stayed with you?

Angelica> The biggest lesson I learned when starting out in production was to always think outside the box. There’s no single 'right' way to get from A to B—there are countless paths, each leading to different outcomes. Embracing this mindset and challenging ideas is crucial for achieving the best results on any project.

LBB> When it comes to broadening access to production and improving diversity and inclusion what are your team doing to address this?

Angelica> At Park Village, we are committed to ensuring diversity and inclusion are guiding principles that shape our daily culture and operations. We actively work to combat discrimination and promote equality and diversity across our teams and the crews on all our productions. This means prioritising talent and creativity while ensuring our collaborators come from a wide range of backgrounds, reflecting a fair and inclusive industry.

We are dedicated to giving opportunities to underrepresented and disadvantaged groups, fostering a truly equitable environment where everyone has the chance to thrive. To support this, we provide a collaborative and supportive workplace, free from harassment and bullying, where respect for one another is paramount.

Our commitment goes beyond the workplace. We offer our studios and time to organisations and charities striving to create meaningful change, amplifying voices and efforts that align with our values.

Additionally, we promote the development and advancement of underrepresented groups by providing access to professional development courses, training opportunities, and partnerships with organisations making a real difference in the industry. We collaborate with Shiny awards, Creative Mentor Network and keep up with the latest from the APA and Bectu.

By embracing diversity, supporting aspiring talent, and standing against inequality, we aim to create productions and partnerships that celebrate the richness of human experience and set a benchmark for an inclusive, forward-thinking industry.

LBB> And why is it an important issue for the production community to address?

Angelica> Production companies have a significant responsibility to influence agencies and brands by introducing them to new talent and encouraging creative teams to take bold steps away from relying solely on the same familiar directors and approaches.

By championing fresh voices, production companies not only diversify the creative landscape but also inspire innovation, which is vital for keeping the industry vibrant and forward-thinking.

Equally important is the responsibility of production companies to ensure that HOD and key crew positions are as inclusive as possible. Fair and diverse representation at the top levels of a production team creates a ripple effect, setting the tone for inclusivity across all departments.

This matters because representation and equity in leadership positions can influence hiring practices, create opportunities for underrepresented groups, and ultimately result in more authentic storytelling that resonates with a wider audience.

This commitment is not only ethical but also necessary for the industry's long-term sustainability and growth.

LBB> If you compare your role to the role of the heads of TV/heads of production/executive producers when you first joined the industry, what do you think are the most striking or interesting changes?

Angelica> The biggest change is a shift towards inclusivity and creating a more open, fair work environment. When I started, the focus was entirely on the work, and people often took themselves almost too seriously. Now, there’s a broader understanding that the industry—and the world—are changing.

It's important to be part of that change, fostering a culture that values diversity, collaboration, and a more human approach to creativity and leadership.

LBB> When it comes to educating producers how does your agency like to approach this?

Angelica> At PV we're big believers in hands-on learning. For us, the best way to grow as a producer is to shadow senior producers and get stuck into the process—being in the room, joining the conversation, and learning by doing. It’s about giving people opportunities to dive into the deep end, but with a safety net in place.

Mistakes are part of the process, and that’s where the real learning happens. While it’s true that tech skills are easier than ever to pick up independently, we think the real value comes from developing softer skills—like communication, problem-solving, and building relationships—which require real-world experience and mentorship to truly master.

LBB> It seems that there’s an emphasis on speed and volume when it comes to content - but to where is the space for up and coming producers to learn about craft?

Angelica> The demand for speed and volume has definitely increased with the rise of new distribution platforms. That said, I don’t think the push for speed is always a good thing—producing a high volume of deliverables still requires time to craft properly.

While producers often have to adapt to client requests, I feel these expectations are often unrealistic, which ultimately doesn’t benefit the final product. For up-and-coming producers, it’s important to find a balance—learning to navigate fast-paced demands while appreciating the value of craft.

This comes through mentorship, collaboration, and having the opportunity to see how thoughtful, well-executed work can stand out, even under pressure.

LBB> On the other side of the equation, what’s the key to retaining expertise and helping people who have been working in production for decades to develop new skills?

Angelica> The key is ensuring people don’t get stuck in their ways—flexibility and adaptability are essential. There’s so much new talent out there, and being open to fresh ideas and approaches is crucial.

Equally, embracing new technology, including AI, is non-negotiable. AI isn’t at the point of taking our jobs, but it’s here to stay, and it’s only going to develop further. The challenge—and opportunity—is learning how to master it and make it work for us. By doing so, we can evolve alongside the industry and continue to create work that’s both innovative and impactful.

LBB> Clearly there is so much change, but what are the personality traits and skills that will always be in demand from producers?

Angelica> Flexibility, curiosity, and the ability to think outside the box will always be essential traits for producers. And most importantly, don’t take yourself too seriously—staying grounded and approachable not only makes collaboration easier but also keeps the creative process fun and dynamic.

These traits help producers adapt to change, navigate challenges, and bring fresh perspectives to every project.