Crossing the Axis - The Commercial Side of Film Production

In the commercial production world, most companies are built to win work and deliver great creative. But very few are built to understand whether that work is actually profitable.

In this episode, James sits down with PJ Koll, CEO and co-founder of Timmy, to unpack the hidden financial blind spots inside production companies. From bidding and budgeting to staffing and real-time decision-making, the conversation explores why so many teams lose margin after the job is won, and what it takes to fix it.

Drawing on decades of production experience, PJ shares how Timmy was built to connect the full lifecycle of a job into a single system, giving producers and executives clarity into the impact of every decision as it happens.

This is not a conversation about tools. It’s a conversation about how production companies operate, where they break down, and what it takes to run a smarter, more profitable business.

Everyone talks about being “top of mind.” Very few people can explain how it actually happens.

Chris Whitten has seen this challenge from every angle. He’s been a freelancer looking for work, an agency producer hiring creative partners, and now an executive producer working on brand partnerships. Along the way, he’s watched thousands of photographers, directors, producers, and creative professionals try to get his attention.

Some succeed. Most don’t.

In this Client-Side Conversation, Chris shares what actually works when you’re trying to build relationships, earn trust, and create opportunities with decision-makers.

We explore how to stay visible without becoming self-promotional, what separates effective outreach from forgettable outreach, how to have a productive first conversation, and what people can do after that conversation to remain relevant when opportunities arise.

Along the way, Chris shares examples from both sides of the table, including lessons learned as a freelancer, agency producer, coach, and brand-side executive.

If you’ve ever wondered how creative professionals actually get hired, this episode offers a practical look at what gets attention, what gets ignored, and what keeps you top of mind.

Production companies want to work directly with brands, but that shift comes with real responsibility. Going direct-to-brand means taking on more than execution. It means stepping into strategy, diagnostics, and early thinking that agencies have traditionally owned.

In this episode, James talks with Sophie Bell about how her UK-based “production agency,” Toast, is navigating that shift by using AI as a strategy engine. Toast intentionally positions itself between execution and strategy, and to support that model, they built StoryX, an internal AI-powered tool designed to help uncover real stories, identify white space, and develop campaign directions faster and with more confidence.

The conversation digs into why production companies can go direct-to-brand, what they must take responsibility for when they do, and how AI can support smarter diagnostics, early strategy, and better sales conversations. It also explores why pitching ideas is risky but necessary, how tools like StoryX help attract better-fit clients instead of chasing work, and what it looks like to use AI as a multiplier across marketing, sales, and delivery.

Production companies are increasingly finding growth by building direct relationships with brands and proving the value they can deliver. That’s the heart of Jon Sneider’s book Hacking Advertising, and it’s the focus of this episode. Jon draws on his experience running Wild Gravity and working with brands like Amazon, LEGO, Microsoft, and Coca-Cola to share the hacks he’s used to bypass the old agency model and build stronger, more profitable client partnerships. We’ll dig into where these practices came from, how they work in real life, and how production companies can put them to use to win better work and grow on their own terms.

What if the commercial production industry’s two biggest challenges could finally share the same mic?

In this simulpod crossover, James Keblas and Jordan Brady (from the hit podcast "Respect the Process") team up for a connected two-part conversation built around the framework of winning the work and doing the work.

On the “win the work” side, Jordan Brady asks James about his "Booked Solid" bizdev system and his approach to using a production company's best work to run targeted marketing campaigns to turn leads into repeat clients.

On the “do the work” side, James asks Jordan about his Commercial Directing Film School program and bootcamps built to help directors learn to make commercials for a living and survive the pressure once the job is won. 

Cold outreach is tough, but necessary. Whether you’re in commercial film production or working inside an agency, building relationships with new clients is key to staying in business. To break down what actually works, Ross MacRae, founder of Agency Source and a veteran in lead generation, joins the show for a back-and-forth exchange of cold outreach best practices.

Together, we trade insights on what’s working, what’s not, and what to flat-out avoid. From LinkedIn and email to other methods tailored for creative teams and production companies, this episode offers a sharp, tactical breakdown of real-world outreach strategies. It’s a practical, punchy conversation built from experience, mistakes, and a few strong opinions.

If you’re a production company trying to land agency work, this episode is your tactical playbook. Dani Dufresne, founder of The Aux Co, a fractional production operations team helping modern agencies execute bold ideas without the bloat of in-house production. With deep experience on both the agency and production sides, Dani shares what’s really happening behind the curtain. She explains how agencies are buying, what they’re actually looking for, and what production partners get wrong and right when pitching.

We talk about what it means to go fractional, how to build embedded trust with agencies, and why calling yourself an “agency” on your own website might be killing your chances. If you want to understand what it takes to sell to agencies in today’s market, what gets attention, what closes deals, and what red flags to avoid, this episode gives you the inside edge. Whether you’re rethinking your positioning, tired of being ghosted, or just curious what it takes to stand out, Dani’s honest and actionable advice will sharpen your sales approach.

As holding companies expand their grip on marketing budgets, independent production companies risk getting pushed to the margins. But in today’s fragmented media landscape, there’s a growing advantage for smaller, more nimble partners. Independents are often better equipped to work across platforms, adapt quickly, and offer the kind of specialized attention big networks only promise. In this episode, Jillian Gibbs (author of The Marketer’s Guide to Creative Production and founder of APR) joins the conversation to break down the current power dynamics in marketing production. Together, we map the evolving landscape, unpack how brands are really making decisions, and offer a roadmap for independents to not just survive, but win. If you’re a production company or agency trying to stand out, this conversation will help you rethink your value and sharpen your edge.

Most people underestimate the importance of the first intake call and going beyond the client’s creative brief. In this episode, I sit down with Jason Bellue from Flying House Media to talk about what it really means to go beyond the brief—and why onboarding starts well before a contract is signed. We dig into how asking better questions eliminates guesswork, reveals real client goals, and helps you build treatments that actually hit the mark. When you lead the intake process with strategy and clarity, you’re not just gathering info—you’re previewing what it’s like to work with you. This episode is about disrupting the sales process, taking control of the conversation, qualifying opportunities, and knowing when to walk away. If you’ve ever left an intake call unclear about what the client really needed, this one’s for you.

The commercial production landscape is changing, and directors have more options than ever. While the traditional model of exclusive production company rosters still works for some, the rise of freelance directing is creating new opportunities. But how do you decide which path is right for you?

I sat down with Luke Lashley, founder of Departure, a production company that’s actively moved away from the roster-model, preferring to work with freelance directors. Luke shares insights on the advantages and challenges of both models, the growing trend toward independence, and what directors should consider when weighing their options.

We break down the practical side of freelancing—how to structure outreach, what production companies look for, and how to stay top of mind for jobs—while also discussing when being on a roster might be the right fit. Whether you’re weighing a switch to freelance, reassessing an exclusive deal, or just curious about where the industry is headed, this episode will help you make an informed decision about your career.