Crossing the Axis - The Commercial Side of Film Production

Change is hard—but it’s essential to longevity. In this episode of Crossing the Axis, I sit down with Craig Brooks, co-founder of Kontent Partners, a film and photography production services company, to discuss how embracing change has fueled nearly 20 years of success in production.

We explore the risks they’ve taken—launching new ventures and adopting a new system for growing business and improving operations even though the current system is working. If you’ve struggled with narrowing your market, adopting new tools, or maintaining culture while growing, this conversation is for you.

This episode is for production company owners who want to elevate their value when working directly with brand clients, stepping into roles traditionally held by ad agencies. As more brands bring strategy and creative in-house, production companies have an opportunity to partner more closely, helping these teams meet their goals through strategic insights and expertise. In this agency crash course, Alex Cohn, who leads production at Zambezi and digital content at their subsidiary FIN Studios, shares how production companies can move beyond execution to become true strategic partners. From verifying audience data and understanding the marketing funnel to considering media placement, Alex provides actionable tactics for adopting an “agency mindset” and delivering high-impact campaigns. If you’re looking to deepen your brand relationships and stand out as a partner, this episode is your roadmap to thinking—and acting—like an agency.

In this special episode, I sit down with Blair Enns—founder of Win Without Pitching, author of the industry-shifting book of the same name, and co-host of the hugely popular 2Bobs podcast. Blair’s newest book, The Four Conversations, breaks down the critical discussions every business should master for success: the Probative Conversation (positioning and marketing), the Qualifying Conversation (maintaining the expert position), the Value Conversation (pricing a client’s desired future state), and the Closing Conversation (helping the client select and commit).

We go deep into each of these four conversations—what they are, why they matter, and how mastering them can transform client relationships and profitability.

Along the way, Blair shares insights from his decades of experience helping creative businesses win smarter. Whether you’re running a production company, leading a sales team, or navigating growth, this episode is packed with practical wisdom and thought-provoking ideas you can put into practice today.

Get ready for an insider’s perspective on winning the client-side game in this conversation with Kevin Knutson, a seasoned industry leader in creative marketing, content strategy, production, and brand development. With a career shaped by roles at outdoor brands like REI, Filson, and Eddie Bauer, Kevin now serves as the Creative Director at Mod Pizza. In this episode, he offers insights on what truly resonates with clients when production companies pitch their services—from the essential elements of a reel to approaches that add genuine value.

Kevin shares his thoughts on the ideal client-partner relationship, including when to bring creative ideas to the table, how to strike a balance between collaboration and hands-off execution, and best practices for navigating post-project follow-ups.

Tune in to hear Kevin’s do’s and don’ts for engaging with him and other creative directors, along with candid advice on what he values most from production partners. This episode is packed with actionable tips that can transform how you approach potential clients and elevate your biz dev strategy to new heights.

Join this information-packed crash-course discussion with Amy Balliett on getting your production company acquired. Amy is the founder of Killer Visual Strategies (formerly Killer Infographics), who built and successfully sold her company to Material, a global strategic consulting firm. In this episode, Amy shares detailed insights into what production company owners need to know about building for an exit strategy. Whether you’re planning to sell or merge, she breaks down essential steps like getting your finances in order and creating a growth plan that makes your business attractive to buyers.

Hear Rob Meyers from Versus, a NYC-based creative production studio that has built a stellar reputation for its culture-defining work and client-centric solutions since 2013. Rob shares actionable insights on effective account management, breaking down how Versus cultivates long-term relationships with major clients. He offers strategies for building trust, retaining clients, and successfully pitching ideas. The conversation dives into lessons from both successes and failures, with insightful tips that can elevate your client relationships and grow accounts. A must-listen for anyone looking to take their client management to the next level.

In this episode of Crossing the Axis, we’re joined by Alex Portera from Rally on Media, a powerhouse in the production world, to uncover the secrets of running productions at scale. With over 100 projects completed each year, Alex knows a thing or two about keeping the gears turning smoothly. He’ll share his approach to managing this high volume of work, from planning and logistics to execution and client satisfaction. If you’re a production company owner looking to scale your operations, you won’t want to miss the insights Alex has to offer.

Join us for a chat with Jeff Oswalt, owner of 14Four, a digital marketing agency known for creating unforgettable campaigns. Jeff shares how in-person client visits and face-to-face interactions have driven his agency’s success for nearly two decades. Discover practical advice on preparing for sales trips, building genuine relationships, and avoiding common pitfalls. Whether you’re an experienced agency owner or just starting out, this episode offers actionable tips to boost your client acquisition strategy.

Listen to hear Anthony Santa, Director of Sports & Entertainment at Diamond View, a production company based in Tampa, Florida, share their path to successful experiences in the world of sports marketing. Anthony discusses effective ways to market production services to sports clients and offers practical advice that production companies can immediately implement. Listeners will gain an understanding of how to position your company’s strengths, find meaningful value to clients, and identify emerging opportunities in the sports market.

Discover what it takes to expand internationally with Ryan Christopher McGuire of Cutters Studios, a commercial film production company based in Tokyo. From finding clients to scouting talent and managing resources, Ryan sheds light on the challenges and victories of setting up shop abroad, offering a treasure trove of insights for those looking to take their production efforts worldwide. Whether you’re just starting your company or an industry veteran, this discussion is packed with valuable lessons on navigating the client-driven film industry across borders.